"From the Village to the World": TSG Hoffenheim Launches Updated Brand Identity.

Roger Hampel

Image: TSG Hoffenheim

TSG Hoffenheim has unveiled an updated brand identity as part of a broader effort to align the club’s sporting, commercial and cultural positioning. The rebrand follows a structured development process that actively involved fans, sponsors and employees.

According to the club, the initiative is designed to sharpen Hoffenheim’s profile while preserving continuity with its origins. The project is based on a clearly defined brand model built around four core pillars: local community identity, football passion, talent development and innovation leadership.

Brand Positioning and Strategic Intent TSG Hoffenheim

The updated positioning is summarised by the statement “From the training pitch to the arena. From the village to the world.”  From a business perspective, this reflects Hoffenheim’s long-term approach: maintaining strong regional roots while operating within an increasingly globalised football landscape.

Rather than pursuing a disruptive rebrand, the club has opted for an evolutionary update, refining existing brand assets to ensure long-term consistency across sporting, commercial and digital platforms.

Visual Identity and Design Framework

The revised visual system builds on Hoffenheim’s traditional crest. The established blue-and-white colour palette remains, while being expanded through additional shades of blue and selected secondary colours. These adjustments provide greater flexibility for modern applications without altering the club’s recognisable core identity.

The new design framework introduces:

• a modern pattern system

• a standardised icon structure

• recurring visual motifs linked to regional heritage and fan culture

Image: TSG Hoffenheim

Key elements include an abstracted antler symbol derived from the Hoffenheim village crest, the hexagonal structure of a football, and large-scale fan imagery, positioning supporters as a central component of the club’s visual language. Typography has also been updated with the introduction of the Herokid typeface, selected for its adaptability across both digital and traditional media.

Image: TSG Hoffenheim

Commercial and Organisational Implications

From a football business standpoint, the rebrand supports Hoffenheim’s objectives in sponsorship activation, B2C communication and employer branding, ensuring visual and tonal consistency across all channels. The updated identity is intended to scale with future commercial and sporting ambitions, rather than function as a short-term marketing exercise.

Executive Comments

Florian Lange, Director of Marketing & B2C at TSG Hoffenheim, said:

“Our heart beats for football, and our roots lie deep in the village. We demonstrate every day that world-class performance is not defined by the size of a place, but by passion, innovative strength and the constant drive to give our best.”

Oliver Kubis, Brand Management Coordinator at TSG Hoffenheim, commented:

“The new visual identity conveys the core of TSG Hoffenheim: deeply rooted in the community, driven by a passion for football and shaped by innovation.”

Andreas Schicker, Managing Director of TSG Hoffenheim, added:

“We want to be successful both on the pitch and economically. We are a village club striving for the maximum, with regional roots and international ambition.”