VfB Stuttgart is bringing new momentum to its brand with the launch of a fresh design language. At its core is a renewed focus on what has defined the club since it was founded as a ‘Verein für Bewegungsspiele’ (‘Association for Movement Games’) in 1893 – movement itself.
Rather than a revolution, VfB has opted for a considered evolution – one that visually bridges tradition and the future with clarity and purpose. The 132 years of club history, marked by triumphs and setbacks, identity, emotion, and values, are skilfully interwoven with the diverse demands placed on a modern, ambitious sports and cultural brand.
The result is a visual language which honours everything that makes VfB so unique. It reflects the values of the club, highlighting its self-confidence and ambition.
The official club symbols, the crest, the club colours of white and red, and the red hoop remain untouched as the heart of VfB’s unmistakeable identity. New additions include a specially created wordmark ‘VfB 1893’ and a theme-based approach to Stuttgart's heraldic animal – the ‘Rössle’.
Another cornerstone is the ‘Concordia’ font, developed specifically for VfB. It’s inspired by a special treasure from the club's archives, the original enamel sign of the former Concordia Hotel in Bad Cannstatt. It was there that the two predecessor clubs of VfB merged to form the ‘Verein für Bewegungsspiele 1893’. From now on, VfB’s brand presence will also be complemented and energised by an adaptation of Stuttgart’s iconic “Rössle” (little horse). First documented as the city's heraldic animal in the 14th century, it has been used by VfB fans for decades to demonstrate the close connection between the club and the city. The horse embodies the concept of movement like no other animal. Especially in Stuttgart, a pioneering city and global hub of mobility and innovation, movement plays a central role in everyday life and profoundly shapes the mindset of its people.
Alexander Wehrle: “VfB Stuttgart has been a driving force since 1893”
Another aspect that will be emphasised more strongly as part of the rebrand is the synergy between sporting ambition, social responsibility and sustainable economic growth. These three pillars come together in the new guiding principle of ‘Moving forward together’, which unites the entire VfB family. As such, VfB Stuttgart will no longer actively use its previous slogan, ‘Fearless and loyal’.
“VfB Stuttgart has been a driving force since 1893 – in terms of sport, business, society and emotions,” said Alexander Wehrle, CEO of VfB Stuttgart. “We are actively shaping the club’s deep-rooted connection with the city and the region, with ambition and a clear focus on the future. Our drive to move forward together has always been part of our club’s DNA, and from now on, we will express and embody this spirit more boldly and visibly than ever before.”
“Based on a new brand framework, we have developed a unique wordmark, typeface and design language – all rooted in the values, identity, and strategy of VfB Stuttgart,” said Rouven Kasper, VfB’s chief marketing and sales officer. “Through this combination of tradition and future, a sports and cultural brand has been created for VfB which is both regionally and internationally pioneering and distinctive.”
“As by far the biggest sports club in Baden-Württemberg, VfB possesses a unique identity,” said Dietmar Allgaier, Chairman of the supervisory board and President of VfB Stuttgart. “Our crest, club colours, and chest hoop are firmly enshrined in our statutes and are central to the VfB brand. The new brand positioning preserves the integrity of our long-standing club symbols and our heritage, while continuing the story in a creative and contemporary way.”
For the rebranding process, VfB Stuttgart worked with the design and branding specialists at Societas, who deal exclusively with creative tasks in sports. The new VfB brand and design language will be introduced in stages: the first areas of application will be digital channels, the MHP Arena and VfB’s own events. It will also become part of the cultural activities and initiatives in sport, culture and society with which VfB Stuttgart will become even more involved in the future.