German FA launches new brand identity

The DFB is celebrating its 125th anniversary and used its annual congress at the DFB campus in Frankfurt am Main to launch a new brand identity, including a fresh logo.

At the heart of the new identity is the modernised logo, which has been designed to unite the three central pillars of the association’s work: organisation, society and sport. These elements reflect the values of German football and the DFB.

"With the renewal of its umbrella brand, the German Football Association is sending a clear signal for its strategic development," said DFB general secretary Holger Blask.

"In its anniversary year, the association not only looks back on a rich history, but also consciously looks to the future. The new brand identity stands for clarity, innovation and modernity. It reflects the diversity of German football – from the grassroots to the elite, from the national teams to the amateur level."

The launch of the new brand identity caps a milestone year for the DFB, which hosted a gala in Leipzig in January to celebrate. Guests included UEFA president Aleksander Čeferin and leading figures from across European football.