VfB Stuttgart Introduces New Brand Identity Focused on Tradition and Modernization.

Roger Hampel

Photo Credit: VfB Stuttgart

VfB Stuttgart has presented a new brand framework, updating its visual identity while maintaining core elements of the club’s heritage. The initiative emphasizes movement as a defining value, consistent with the club’s origins as “Verein für Bewegungsspiele” (Association for Movement Games) in 1893.

Core Elements of the Rebrand VFB Stuttgart New Brand

The redesign keeps the main identifiers unchanged:

• Club crest

• Red and white colors

• The red chest hoop

New components have been introduced to complement these traditions:

• Wordmark “VfB 1893”

• Custom “Concordia” typeface, inspired by a historic sign from the Concordia Hotel in Bad Cannstatt, where the club was founded

• Updated version of the heraldic horse “Rössle,” symbolizing Stuttgart and movement

Guiding Principle

The rebrand introduces a new guiding principle, “Moving forward together,” which replaces the previous slogan, “Fearless and loyal.” According to the club, the new approach connects sporting goals with social responsibility and economic sustainability.

Leadership Statements

Alexander Wehrle, CEO of VfB Stuttgart: “VfB Stuttgart has been a driving force since 1893 – in terms of sport, business, society and emotions. 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.”

Rouven Kasper, Chief Marketing and Sales Officer: “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. 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.”

Dietmar Allgaier, Chairman of the Supervisory Board and President of VfB Stuttgart: “As by far the biggest sports club in Baden-Württemberg, VfB possesses a unique identity. 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.”