The DFB-Pokal is the German Football Association’s national knockout cup competition, and its visual identity has undergone two significant redesigns in the modern era: one in 2016 and a comprehensive refresh unveiled in August 2026 for the 2026/27 season. The current identity, developed with the Stuttgart design agency Strichpunkt, applies to the men’s, women’s, and junior competitions.
Design and History
The most recent DFB-Pokal logo was officially presented on 13 August 2026, marking the first major visual overhaul of the competition in ten years. The German Football Association (DFB) developed the new look together with Strichpunkt, the same Stuttgart agency responsible for the previous 2016 redesign. All three cup competitions, the men’s, women’s, and junior tournaments, received new, independent pictorial marks that depict the respective trophy as a realistic silhouette. The new design abandons the spiral ribbon motif used since 2016 in favor of a more direct, recognizable trophy outline, establishing a closer connection between the competition logo and the actual cup. The outer circular frame was also redesigned, with refined German flag elements in black, red, and gold added along the lower curve. The central DFB emblem placed on each trophy was aligned with the federation’s recently updated brand identity. The new typography is simpler and more modern, improving legibility across broadcast graphics, stadium advertising boards, and digital platforms. The full rebrand was scheduled to roll out from the first rounds of the 2026/27 season, covering broadcast packaging, official sleeve badges, digital channels, and stadium decoration. [1] [2] [3]
The previous logo, introduced for the 2016/17 season, was the first major relaunch since 2003. It was designed by Strichpunkt, which won a multi-stage tender process against numerous other renowned agencies, and a clear majority of respondents in a survey favored the published design. The trophy appeared in a powerful, modern design, with the cup’s contours drawn in curved lines. DFB marketing director Denni Strich said at the time: “It was time to revise this brand. We wanted a logo with international format that excites the fans, after all, the DFB-Pokal stands for great emotions.” The new look was worn by all participating teams as a sleeve badge, appeared on the center line at matchdays, and featured in all TV graphics and partner communications. [4] [5]
Meaning and Symbolism
For the 2016 logo, the official explanation was that the continuous lines forming the cup shape were intended to recall the gold bands that rain down on the winners during the trophy ceremony. The design showed the entire trophy, whereas the previous logo, limited by a pentagon, had only displayed a section of the cup. [6] [7]
The 2026 identity shifts toward a more direct representation. The new logos use realistic silhouettes of the actual trophies, and the circular frame incorporates German flag colors along the lower curve, reinforcing the connection between the competition and German football tradition. [2] [3]
Typography and Design
The 2026 redesign introduced a simpler, more modern typeface, making the overall visual presentation cleaner and more coordinated. The typography was optimized so that text and graphics work together harmoniously, and the logo maintains high recognition across different contexts, including stadium advertising, television broadcasts, social media, and digital platforms. The design reduces complex visual elements in favor of more regular lines and lettering. [2] [8]
The 2026 brand refresh also introduced a new color strategy. In stadiums and physical environments, the traditional Pokal green remains in use. In digital spaces, however, a new violet color was introduced as the core contrast color for social media and digital platforms, giving the competition a younger, more tech-oriented visual effect. The new identity was built around the concept of making the tournament’s energy “louder, more emotional, and more surprising.” [1] [2]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
