In the first step, the brand appearance of the DFB Cup was redefined. It is part of the new overall appearance, which is consistently applied to all brands.

The new corporate design is determined by the specially designed typeface “DFB Sans”, by a logo reworked in small details and by a design principle, which prescribes the use of the lines of the playing field bordering a soccer field.

The new corporate design is determined by the specially designed typeface “DFB Sans”, by a logo reworked in small details and by a design principle, which prescribes the use of the lines of the playing field bordering a soccer field. The visual identity of the DFB Cup puts the entire heart of the competition, the cup, at the center. With curved lines - reminiscent of the gold bands that rain on the winners - and a powerful, modern look, the new logo impresses fans and players and represents the international format of the competition.

The look and feel applies to the stadium branding and to the presence of the national teams and becomes visible in all DFB publications and campaigns.

Since the 2016/17 season, the DFB Cup logo has been worn by all the participating teams as a badge. It appears along the side panels of the playing field on match days in all venues as well as in all TV graphics and is used in the partner communication. In addition, the specially developed trademark "DFB Sans" becomes visible in the word-image brand of the DFB Cup.