VfB Stuttgart 1893 rebrand

Published December 9, 2025

Branding agency Societas worked with football club VfB Stuttgart 1893 on updating the club’s brand identity. From their case study:

At the heart of the project was the ambition to reconnect the club’s DNA – Verein für Bewegungsspiele (Association for Movement Games in English) – with a contemporary visual system that reflects both tradition and progress. Together with VfB, we worked on the brand strategy, design principles, and a refreshed visual language that gives movement a clear direction, while leaving core elements like the crest, club colors, and red hoop untouched.

‍The new identity introduces a custom typeface (“TWK Concordia”), a new wordmark “VfB 1893,” and a refined use of the horse, Stuttgart’s heraldic symbol. These elements are rooted in the club’s history and values while creating a system that strengthens clarity, cultural relevance, and adaptability across platforms — from the stadium to the city and beyond.

The VfB’s new brand identity was designed by Societas with the help of Friends & Foxes for the social media part, and Frederik Mair for the type animations. The brand typeface TWK Concordia is a customised version of TWK Ghost, designed by Nolan Paparelli and Nina Faulhaber. It is an all-caps font with alternates featuring cut serifs and a few additional ligatures. The wordmarks features the VfB ligature with oldstyle figures, set on a steeper italic angle.