Bundesliga: VfB Stuttgart unveils a new brand identity

VfB Stuttgart (Bundesliga) has unveiled a new brand identity, including a new wordmark and a new font, on 16/09/2025.

"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," said the German club.

While the crest remains unchanged, VfB Stuttgart is introducing the "VfB 1893" wordmark to highlight the year in which it was founded, as well as a logo dedicated to the "Rössle", a "little horse" featured on its crest. The club will now use the "Concordia" font, which is inspired by the sign of the hotel where VfB Stuttgart was founded.

Furthermore, "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…