VfB Stuttgart Unveils New Brand Identity with Societas

VfB Stuttgart has launched a refreshed brand identity in collaboration with Munich-based design studio Societas. The rebrand is positioned as an evolution of the club’s heritage rather than a departure, drawing on the founding philosophy of “Verein für Bewegungsspiele” — the Association for Movement Games. The new visual system preserves iconic elements while introducing a modern typographic and symbolic language.

Evolution, Not Revolution: The Philosophy Behind the Rebrand

The transformation is rooted in the club’s original name and mission: movement. Rather than rewriting history, the rebrand reframes it. The updated identity treats the concept of “Bewegungsspiele” as a guiding visual language, one that connects the club’s 132-year story to its future ambitions.

What Stays the Same: The Iconic Crest and Colours

The classic crest, the red-and-white colour palette, and the beloved chest ring remain unchanged. These elements are considered sacred by the club and are preserved intact within the new system. The rebrand builds around them, not over them.

New Visual Elements: Concordia Typeface and the Rössle

A new wordmark — VfB 1893 — leads the identity. It is paired with a custom typeface named Concordia, inspired by an enamel sign from the club’s founding location in Bad Cannstatt. Concordia serves as a typographic link to the past, reworked for contemporary use.

The Rössle, Stuttgart’s heraldic horse first documented in the 14th century, has been reimagined as a central symbol. It now appears throughout the brand system as a representation of dynamism and identity.

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A New Brand Strategy: Moving Forward Together

Societas helped VfB Stuttgart articulate a broader brand strategy balancing sporting ambition, social responsibility, and sustainable growth. The club has adopted a new guiding principle: “Moving forward together.” This replaces the previous slogan “Fearless and loyal” and positions the club as a cultural institution in Baden-Württemberg and beyond.

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A Cultural Force On and Off the Pitch

CEO Alexander Wehrle described the rebrand as making tangible the club’s role as a driving force in sport, business, society, and emotions since 1893. The new identity will roll out in phases across the MHP Arena, digital platforms, and cultural initiatives, reinforcing the club’s connection to its city and fans.

Chief Marketing and Sales Officer Rouven Kasper stated that the combination of tradition and future has created a sports and cultural brand that is both regionally and internationally pioneering and distinctive.

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