German soccer league Bundesliga has refreshed its on-air look for the 2021-22 broadcast season, while leaving its digital look, which was redone in 2017, intact.
The refreshed look includes a straightforward red, white, grey and black palette with a silhouette of a player kicking a ball at its center. Some of the brand elements include textures drawn directly from the game. Incorporated into the overall rebrand are the colors of the Bundesliga’s 36 clubs.
According to Bundesliga, the new design combines tradition and innovation. For example, the new on-screen score displays are drawn directly from old stadium scoreboards, in which the score was hung and changed by hand throughout the game.
“Football always takes center stage,” said Thomas Markert, vice president, brand design at the Deutsche Fußball Liga (DFL), in a statement. “The players are not only at the core of the logos, the focus always remains on them and they gain further freedom as a result of our brand refresh.”
DFL has applied the refresh across all of Bundesliga’s platforms since the season started in August.