Bundesliga developed a new brand presence as of season 2010/2011 and will appear with an
improved and modernized corporate design in August 2010. The entire relaunch includes both
the modernization of the brand logo as well as a new look for all media-related areas and leagueown platforms: starting with a new trailer, which will broadcast prior to every Bundesliga show, TV graphic sets for broadcasters through to a composition of collective logos for the Bundesliga partners. The relaunch also involves a brush-up of the league’s Internet presence bundesliga.de, an optical adaptation for print formats such as Bundesliga-Magazin and a new studio design for the international TV format GOAL!
“The modernized logo is an integral component for the advancement of the Bundesliga design. In
the future, the Bundesliga will present itself to with a fresher and more up-to-date look and feel,”
says Tom Bender Member of the board of DFL Deutsche Fußball Liga GmbH (German Football
League). “The new corporate design will also meet the increased requirements of our national
and international media partners. However, we purposely abided by our original form and colors
launched in 2003, which not only has high recognition value but had immediately obtained great
acceptance.”
The logo adaptation of all DFL subsidiaries – DFL Sports Enterprises, Sportcast and LigaTravel
as well as Bundesliga Foundation – is a further component of the relaunch and in line with the
improved and modernized brand logo.
Market research results confirm the Bundesliga’s huge effect; more than 92% of football
enthusiasts in Germany know the Bundesliga logo and brand awareness is nearly 100%.
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