Borussia Dortmund rebranding (2024)
In 2023, German football club Borussia Dortmund hired DesignStudio to develop a new visual identity system, aiming to merge the club’s historic legacy with a modern aesthetic.
The rebrand retains the classic black and yellow colors that are emblematic of the club’s identity, while introducing a new extended palette inspired by the hues of the stadium. This expanded color range injects contemporary energy into the club’s visual identity, remaining faithful to its heritage. The modern approach embedded into the club’s communications makes the identity both accessible and relevant to today’s fans.
The new identity highlights the iconic “Gelbe Wand” (“The yellow wall”), a symbol of the deep ties between fans and the club. It is evoked by a diagonal shape, based on the 34 degree angle of the standing terrace at Signal Iduna Park, and used as a central axis throughout the entire visual system.
This detail returns in the new typography. As part of the rebranding, Blaze Type designed custom versions of their Surt type collection with a few alternate characters. A striking headline typeface based on Surt Extended – BVB Classic – offers a set of alternate characters with gaps in a 34-degree angle to enhance the visual dynamism of the system. This typography suite, named “Intensity Characters,” reflects both the intensity of the game and Dortmund’s industrial legacy, capturing the raw energy and passionate moments that define the club.
