DFB
Modern football tradition for everyone
One match decides it all—and can change everything. This is how stories are born that make the competition unique and shape its character—from the opening match to the finals in Berlin, Cologne, and Potsdam. At the same time, it provides the flexibility needed to specifically target diverse audiences, from traditionalists to the younger generation of fans. In doing so, we build the foundation to bring our vision of a modern football tradition to life for everyone.
The DFB-Pokal was never predictable. Our brand, on the other hand, had become so recently. That doesn’t fit a competition that thrives on upsets, goosebumps, and football stories nobody sees coming. That’s why we’re turning up the volume. Moving forward, we’re showing the DFB-Pokal as it truly is: loud, emotional, and unexpected.
Holger Merk
Director of Brand Management / Brand Department, DFB GmbH & Co. KG
As part of the rebranding, the logos for all three cup competitions (men's, women's, and youth) have undergone a sharp redesign. Their color schemes have been aligned with the overarching DFB corporate brand, and they now feature the physical trophies as realistic, scalable brand marks.
