# Bundesliga new logo (2017)

> Bundesliga launched a new logo in Jul 2017, designed by Mutabor. The red rectangle with a white player figure and a ball breaking out of its edge became a square, with the ball brought inside the frame and drawn flat like the player. The player was slimmed and given more room, the ball was made a little smaller, and the wordmark beside it was set heavier.

## Key facts

- Brand: Bundesliga
- Launched: Jul 2017
- Studio: Mutabor
- What changed: The red rectangle with a white player figure and a ball breaking out of its edge became a square, with the ball brought inside the frame and drawn flat like the player. The player was slimmed and given more room, the ball was made a little smaller, and the wordmark beside it was set heavier.
- Industry: Sport
- Logos: https://rebrandlog.com/logos/bundesliga-2017/before.svg (before), https://rebrandlog.com/logos/bundesliga-2017/after.svg (after)

## The rebrand, explained

The league organiser DFL presented new logos at its members' meeting in December 2016. The 2. Bundesliga and the DFL itself got their own logos for the first time, while the Bundesliga logo was modified and, in the DFL's words, adapted slightly to the demands of digitalisation.

Design Tagebuch wrote that the days of the glossy look were over: the new marks are flat and comparatively minimal. The ball moved into the now square frame and is drawn the same way as the player, the proportions shift in the player's favour, and the player looks slimmer. Horizont reported that the red rectangle became a square and the small ball that used to stick out moved inside.

The identity was developed over 15 months by the visual design team at DFL Digital Sports under creative director Thomas Markert, with Mutabor as design agency, as in 2010. It added the league's first proprietary typeface and a player icon that can take on each club's colours or stay Bundesliga red.

The full relaunch, with a new on-air design and a 15-second stadium and TV opener, arrived for the 2017/18 season. The work won a Red Dot award.

In short: The ball moved inside the box.

## Sources

- https://www.designtagebuch.de/neue-logos-fuer-die-bundesliga/
- https://www.horizont.net/marketing/nachrichten/Football-First-Das-ist-der-neue-Markenauftritt-der-Bundesliga-159437
- https://www.red-dot.org/de/project/dfl-deutsche-fussball-liga-25411

## Cite this

Rebrand Log, "Bundesliga new logo (2017)", https://rebrandlog.com/rebrand/bundesliga-2017/, last updated 2026-10-21.