A brand system for German football

Strichpunkt developed a comprehensive brand system for Deutscher Fußball-Bund, the governing body of German football and the world’s largest national sports federation. The project brought together 16 brands, including national teams, leagues, the cup, and the association, into one coherent system. Strichpunkt also created the DFB Brand Portal, a central platform that enables consistent brand use and easy access to assets and guidelines. Built through a close long-term collaboration, the rebranding helps unify German football’s many entities while supporting clarity, consistency, and efficient brand management across all levels of the sport.