DFB Audio Branding Expands: DFB.TV Creates New Brand Moments ⚽🔊
Strong audio branding is a living system. It evolves alongside the brand and the touchpoints where it comes to life.
This is precisely what the expansion of the DFB umbrella brand’s audio branding demonstrates: The existing auditive identity is purposefully carried forward and adapted to meet new requirements. 🔝
A current example is DFB.TV. The new channel brings together live soccer and a wide range of content from the DFB brand universe on a single media platform. To achieve this, the existing audio universe was translated into an auditory channel layout—dynamic in its presentation and unmistakably DFB.
More Flexibility for New Applications
Soccer stands for movement, emotion, and identity. It is precisely this diversity that should also be brought to life in audio brand management. đź’š
The expansion of the DFB umbrella brand’s audio branding opens up new possibilities for presenting diverse content and formats in a way that aligns with the brand. For DFB.TV, the existing audio universe was specifically adapted to the channel’s context: with additional audio assets for the DFB Brand Portal, including separators, intros, outros, and bumpers. 🎶
This creates clear transitions, dramatic accents, and greater flexibility in application—always based on the existing audio DNA and with a clear connection to the DFB umbrella brand.
The joy of play shapes the design and translates the energy, movement, and emotion of soccer into the auditory brand world.
Since 2022: DFB Ă— comevis
Since 2022, the DFB and comevis have been collaborating on auditory brand management. 🤝
The starting point was a systematic DFB sound branding approach that connects the complex multi-brand world through a shared auditive family code while also enabling independent applications.
The current expansion consistently builds on this approach: The existing audio DNA forms the foundation, while new applications further develop the auditory brand universe.
The campaign’s strategic and creative excellence was recognized at the 2024 German Brand Award—with a win in the Brand Communication & Acoustic & Sensoric Branding category and a Special Mention in the Brand Experience of the Year category. 🏆
Auditive Brand Management that Grows with the Brand
New requirements are also changing brand communication. What’s crucial is an auditive identity that provides guidance while leaving room for further development.
DFB.TV brings this systematic logic to life—as an example within a DFB brand world that is audibly evolving. 🚀
