VfB Stuttgart has unveiled a new brand identity. True to its original name, "Verein für Bewegungsspiele" (Association of Movement), the rebranding is centered around movement itself. It embodies 132 years of history, identity, values, and emotions. This project was completed in collaboration with Societas, a design studio specializing in sports brands.
The existing iconic emblem, red and white club colors, and red stripe across the chest remain intact. New additions include the exclusive "VfB 1893" wordmark and a visual motif reinterpreting Stuttgart's mascot, the "Rössle."
The "Rössle" appears on the Stuttgart city coat of arms and has been a symbol of the city since the 14th century. For VfB fans, it has long symbolized the strong bond between the city and the club, and is now a key element of the brand's design.
Another key feature is the exclusive typeface, "Concordia," developed exclusively for VfB. This typeface is inspired by the Concordia Hotel sign, a quintessential part of the club's roots. It was here, in 1893, that two predecessor clubs merged to form what is now VfB Stuttgart. The name "Concordia" signifies unity and solidarity, embodying the club's new vision: "Moving forward together."
The new brand language will be gradually rolled out across digital channels and the MHP Arena, beginning with club events and community cultural programs. Through this transformation, VfB Stuttgart is ushering in a new era beyond sports, becoming a cultural and urban symbol.
