Brand building for a premier league club

Motion as brand DNA

Sport Club: Defining the Brand Identity

Soccer Clubs have four sources of income:

  • TV-Money
  • Ticketing
  • Merchandizing
  • Sponsoring

Source of money out of ticketing and merchandizing are so called fans, admiring viewers of the games. TV money depends in its amount on the ranking in the league, the years in the league and – if qualified -international tournaments. Sponsorship, in turn, depends on the visibility of the means of communication (e.g., logos) and thus the visibility of the games and the degree of interest of the media.

The amount of media money can not be influenced by an agency; they are dependent on the league positions (over several years).

Ticketing is also largely dependent on the strength of the club (and, of course, on the opponents). By improving the image around the club, e.g. In the stadium, however, ticketing can be positively influenced within limits.

The leverage for a brand agency lies in sponsoring: the more valuable the image transfer for a sponsoring partner is, the higher the revenue from this area.


Soccer Club: Brand Building

In order to increase revenues permanently, the leverage achievable for the brand agency is to increase the attractiveness for sponsors and then subsequently higher endowed sponsorship contracts.

The image of the club is not ideal; old corruption allegations are still in the minds of some sponsors, the economic situation is never ideal (= uncertainty regarding the sustainability of a sponsorship engagement) and also the reputation of the elevator team is not for maximum stability.

In view of these background associations, what could be a common, positive brand core?

Creative Idea

At Arminia Bielefeld, the brand consultants were faced with the task of linking the existing associations with the most positive possible association of potential sponsors in order to define a core of the brand.

The existing values on the side of the fans (“stubborn”, “passionate”, “combative”) are not desirable for supra-regional sponsors image properties. They do, however, contain aspects of dynamics.
Dynamic features are also appreciated by sponsors.

In coordination with the decision-making levels of the club, we develop the defining value of “movement” on this basis.


How can “movement” be experienced in corporate identity and corporate design? How can the “new” image become so visible that it becomes a valuable asset for a sponsorship engagement?

There are obvious possibilities (thru the external image to be managed by the club) and the complicated possibilities (by influencing the published opinion). Here we show only the obvious possibility.

Brand Philosophy

Arminia is more than a club. Arminia stands for a way of life. For more than 100 years, the club has shaped its fans and members, its players and employees, and not least the city in which it was born. Conversely, Arminia would be nothing without all the people who have dedicated themselves to the club then and now, and with their passion and dedication have made him what he is today. In the changeful history of the club, there was one thing above all: movement.

Movement and agility characterize the motivation of all employees and players, the forward thrust of the members and the innovative idea pursuit of the club leadership. You can see, feel and experience that. Throughout the ages, through highs and lows, Arminia has never rested on the laurels of the past or clung to ancient structures. Whenever it was necessary to bravely shape the future and break into new shores, the entire club has taken on the task – and has always maintained its identity. Arminia is committed to its tradition and roots.

The connection with the fans is not merely abstract value, but is also very concrete in the location of the stadium in the heart of the city, in the middle of life. At the same time Arminia is cosmopolitan and innovative. The association is aware of its social responsibility and actively shapes the future. Without giving up its distinctive profile, it always reinvents himself.

Forward-thinking movement has shaped and shaped the club, distinguishing it from other clubs. Its flexibility makes it strong in times of change and points the way for future success.


old Logo
The Clublogo used so far shows pragmatic weaknesses; depending on the color of the background, parts of the logo are not visible. The new positioning “movement” does not happen in this version (of course).

Logo optimized

Logo optimized
Pragmatically optimized: The logo transforms from the extreme landscape format into a square. So it is better usable in all channels. “Bielefeld” will be reduced in size to become more interesting for non-regional sponsors. The “movement” comes in through the “jumping” i-points. A uniqueness is given by its specially designed typography.

Brand Design


The jumping dots on the logo logo become an integral part of the brand design.

As a consistent element, they translate the brand content “movement” into tangible visuality.

Brand Book

An own typefont for the club

own typografy
In order to make it recognizable at first glance “This is the club speaking”, we are developing an own, italic font, which in turn fixes the brand essence “movement” in all communication channels.


Of course the jumping points are also integrated in moving media.

The trailer-master is opener for all messages of the club and used in the stadium and website-tv.