DAS schÖne spielTHE BEAUTIFUL GAME

As Germany and the Deutscher Fußball-Bund prepare to make a bid to host their third international football tournament, and second European football championships. A brand has been created....

Germany and German football has come a long way in recent years and have made considerable progress in regards to their long term strategic objectives. This, on its own, is not enough. With increasing competiton in the world of international football there is recognition that Germany must change is they’re to cement their position as on the leading footballing coutries throughout the world.

The new brand and identity has been designed around footballing style and national identity;

“German expression is a bit more nuanced than a predilection toward clean precision”

- JL Murtaugh

With this in mind I tried to create a brand that was both clean and precise, but also showed an element of flair, much like the German national team has begun to show more and more each footballing year. The first signs of this began when we saw Jürgen Klinsmann and Lothar Matthäus play together on various occasions.

In my opinion what is considered as good design for international football tournaments is long overdue and represents a trememdous opportunity for us to create stronger and more dynamic brands within the industry.

Adam Fowler

The brand identity reflects the countries national indentity and style of play.

The process of defining a brand identity has been thorough. There has been considerable market research and existing comparisons. The results of which were comprehensively analysed and then distilled to create the brand wheel illustrated.

The brand wheel formed the creative foundation on which the tournaments identity has been created. Take a look at the key words in the brand wheel. Hopefully, you’ll see how this has been creatively translated into a clean yet dynamic new brand identity.

Approach & Values

My personal values are important. All of the feedback gathered through tutorials highlighted that my values are echoed. Good design in sport tournaments is not taken seriously enough, countless tournaments watched by millions worldwide suffer neglegence in the branding department, football more so than others.

Sport tournament brands need to maintain unique and well designed visual consistency from here on in. To achieve this goal I will send snippets of this project to the DFB, UEFA and FIFA. Anyone response, if any, will be both productive and beneificial to myself, maybe good design doesn’t have a place in football?

So what do you think?I really would like to know what you have to say about the brand & identity I have created. So much that all serious responses will be rewarded with some promotional material for Euro 2020 and used to to develop my work further.

So come one, speak now of forever hold your peace! Email AdamF92@hotmail.co.uk

The elements of the new identity

Clearly legible and illustrates the clean precise Germany

Green ribbon adopts colout from DFB logo. Also shows Germany can slo show a certain flair in their game

UEFA arc is a compulsory component needed in all official UEFA

Red, green and yellow segments of the shield show Germany’s national colours and represent the clea nand precise aspect of their game

DAS schÖne spielThe Beautiful game as we know it today is made up and consists of many different aspects and styles. It is important to remember that football is both a mixture of flawless precision with professional flair.

The colour palette used for this project consisted of four main colours, alongside white. The colours derrived from Germany’s national flag and the colours used throughout the current Deutscher Fußball-Bund brand.