Objectives and ideas of this brand refresh

- Focus on on-air graphics

- Fresh and innovative appearance

- Appeal to younger target groups

- Highlight league and club branding

- Digitally versatile

Core ideas

- Free standing player

- Ball as signature motion design

- 3-letter code for a more compact permanent scoreboard

- Stronger use of club colors and logos

- Introduction of unfortunately 3D effects in flat design

- Textures based on materials from soccer

Our design takes 100% reference from soccer.

Inspired by traditional scoreboards in stadiums, we have developed a permanent scoreboard in three levels, which presents information in a simple, understandable and dynamic way.

The introduction of the 3-letter code for the clubs allows for a compact and streamlined design.

The use of club colors in the permanent scoreboard is another key design feature that allows us to celebrate our clubs' identity even more

New Score Bug Architecture

The design is 100% football-related. Inspired by traditional stadium scoreboards, we created a three-stage score bug that hierarchizes information in a dynamic and easily decodable way.

The inclusion of the three-letter code for club naming provides a compact and slim design, while celebrating the identity of the teams by transferring their colors to the bug as a main design feature.

Player

The player is the most important key visual and the icon of the Bundesliga and Bundesliga 2. It gives every touchpoint an instantly distinctive mark. The player is particularly suitable for large formats or intro or outro communication.

Grid

The grid framework fundamentally consists of 6×6 equal-sized areas, which contain either six or two modules.

The composition of the grid may not be modified.

The grid is available in a multicolor version (black, red, white, and gray) and as a monochrome version in gray

The Bundesliga and Bundesliga 2 are the only professional football league whose communication is 100% game-based.

Our icon is the very core of the game, its essential part: the player.

For this launch, the player is freed from the support, from any kind of frame, to function as an independent and striking element.

The player does not replace the logo but is a new element in the Bundesliga 2 and Bundesliga’s communicational universe that always works according to the context in relation to it.

The design is 100% football-related. Inspired by traditional stadium scoreboards, we created a three-stage score bug that hierarchizes information in a dynamic and easily decodable way.

The inclusion of the three-letter code for club naming provides a compact and slim design, while celebrating the identity of the teams by transferring their colors to the bug as a main design feature.