We had the honor to work with VfB Stuttgart 1893 on updating the club’s brand identity.

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At the heart of the project was the ambition to reconnect the club’s DNA – Verein für Bewegungsspiele – with a contemporary visual system that reflects both tradition and progress. Together with VfB, we worked on the brand strategy, design principles, and a refreshed visual language that gives movement a clear direction, while leaving core elements like the crest, club colors, and red hoop untouched.

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The new identity introduces a custom typeface (“Concordia”), a new wordmark “VfB 1893,” and a refined use of the horse, Stuttgart’s heraldic symbol. These elements are rooted in the club’s history and values while creating a system that strengthens clarity, cultural relevance, and adaptability across platforms — from the stadium to the city and beyond.