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Borussia Dortmund’s Brand Transformation

Borussia Dortmund, the renowned German football club, has boldly revamped its brand, marrying tradition and innovation, weaving a rich history with contemporary aesthetics.

New Strategy: The slogan ‘Together we go all in’ unites BVB’s passion and commercial success, acknowledging their shift from underdogs to challengers.

The ‘Yellow Wall,’ a massive fan stand at Signal Iduna Park, inspires the brand’s visual identity, embodying collective power and community.

Color Palette and Typography: While preserving black and yellow, neon and greys were introduced, inspired by Dortmund’s industrial landscape. A custom headline typeface, influenced by the stadium’s architecture, modernizes the wordmark.

By incorporating history, stadium, and community, they revitalize BVB while preserving its spirit. Effective rebranding respects heritage acknowledges growth and maintains a strong connection with the brand’s roots to engage current and future audiences.

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