FC Bayern München Basketball – Evolution of the visual identity

FC Bayern München Basketball 2

Evolution of the visual identity for the 2019/20 season


To make the visual communication of the FC Bayern München Basketball brand appealing to younger, urban target groups and simultaneously inspiring current target groups, Millhaus developed this visual evolution. The essential building blocks are now ribbed surfaces in combination with a billboard look, completed with revised scribbles in the form of stickers. Across the board, the new look focuses more on dynamics, drama and emotion and thus shows that basketball can also be rougher. The communicative kick-off for the new visual language takes place at the start of the season with an OoH campaign throughout the city of Munich. The visual shows the hero players surrounded by rips, billboard looks, stickers and the renewed scribbles. The catchphrase “GAMETIME” is perfectly staged together with all the building blocks, thus reinforcing the FCBB’s appearance. Likewise, the admission and season tickets as well as the season ticket folder were designed in the new look. The comprehensive guideline also offers guidelines for the independent design implementation of communication media on the part of FC Bayern Basketball. Corresponding graphic templates and master files cover all trades from the matchday announcement by means of flyers and posters to social media graphics.

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