Bundesliga brand refresh: the football takes centre stage

Anybody who follows the broadcasts of Bundesliga and Bundesliga 2 matches will be met with a number of visual innovations in the 2021-22 season. The reason behind this is a brand refresh for both leagues.

This time, the logos of the competitions have remained unchanged - in contrast to the last revision of the overall design in 2017, when they were optimized for digital use.

Instead, the on-air design in particular has been given a new look - from static elements to the line-up graphics and animations - as well as the digital presence of the leagues.

One basic idea behind the design was to combine tradition and innovation. The new scoreline displays are a good example of this. The design of these graphics, which are available in two sizes, is based on classic results displays from stadiums in which the boards were or are still replaced by hand.

Furthermore, the colours and logos of the 36 clubs in the Bundesliga and Bundesliga 2 come to the fore even more in the overall visual appearance - a logical consequence of the overarching premise of the overall concept that has been retained.

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"The football always takes centre stage," says Thomas Markert, Vice President Brand Design at the DFL. "The player is not only the core of the logos, the focus always remains on them and they gain further freedom as a result of our brand refresh - the design possibilities expand once again."

The new on-air design has been on view in the output of all media partners and on the digital platforms and channels of the Bundesliga and Bundesliga 2 since the start of the season. Three external service providers assisted with its implementation: Mutabor, NXTID and Reality Check.