The German Football Federation (DFB) has relaunched the logo of its showpiece event, the German Cup (DFB Pokal) for the 2016/17 season.
The new DFB Pokal logo was released on the occasion of the first round draw of the DFB Pokal 2016/17 over the weekend.
The German Cup has received a new brand image. In this context, the logo has also been redesigned. The trophy appears in a powerful, modern design. In curved lines, the contours of the coveted Cups are drawn. They recall the gold bands, the rain at the award ceremony for the winners.
The last big German Cup relaunch had taken place of 2003. “It was time to revise this brand,” said DFB marketing director Denni Strich. “We wanted a logo that has international stature and thrills fans – after all the DFB Cup stands for big emotions. We are therefore pleased to present the new logo of the German Cup now.”
The new image is already being used from new 2016/17 season coverage of the whole competition. So the new logo will be worn by all participating teams clearly visible as a sleeve badge, appear on the center band on match days at all venues, appear in all TV graphics and find use in the partner communication.
The new logo was designed by the Stuttgart-based design agency Strichpunkt that had prevailed in a multistage bidding process against many other renowned companies.