Revitalizing the legacy of a historic team
Redesigned the visual identity to honor the club’s heritage while introducing a modern touch that appeals to both long-time fans and new generations.
Problem Statement
Bayer Leverkusen wanted to reinforce its brand presence and deepen emotional connection with fans through a unique visual storytelling piece. Traditional communication channels lacked a fresh, editorial perspective that could reflect both the identity of the club and the voice of its supporters.
Goals
Design a bold, emotional, and editorial visual narrative that strengthens the brand and resonates with a new generation of football fans.
Objectives
Capture the spirit and culture of Bayer Leverkusen through visuals
Blend editorial design with football aesthetics to create a unique voice
Increase brand engagement through storytelling and design innovation
Elevate the club’s identity beyond the pitch, positioning it culturally
Opportunity
Through strong visuals and editorial strategy, Bayer Leverkusen could differentiate itself as a modern, culturally aware brand that connects deeply with its community.
The project faced several challenges:
Honoring legacy while looking forward: Maintaining the values and identity cherished by older generations while appealing to younger fans with a fresh, modern look.
Fan pride: Ensuring the redesign felt authentic to the fans, emphasizing their role as the heart of the club.
Differentiation: Addressing the frequent confusion between Bayer Leverkusen and Bayern Munich, particularly on an international scale.
Digital consistency: Creating a cohesive digital corporate identity that is impactful across platforms, from official communications to dynamic social media content.
The redesign of Bayer 04 Leverkusen’s visual identity aimed to modernize the club’s brand while preserving its rich history in the Bundesliga. As a club with a passionate fanbase and deep roots in German football, the goal was to create a visual identity by and for the fans—one that emphasizes their pride, honors the club’s history, and resonates with new generations.
The redesign centered on the three core elements that define Bayer Leverkusen:
The Lion: Symbolizing strength, courage, and a fighting spirit.
The Circle: Representing Bayer’s industrial heritage and its iconic branding.
The 04: Highlighting the club’s foundation year and serving as a key element to differentiate Bayer Leverkusen from Bayern Munich internationally.
The redesign successfully balanced tradition and innovation, delivering:
Emphasized fan pride and legacy: A brand that celebrates the club’s history while highlighting its fanbase as its core pillar, fostering a deeper emotional connection.
Refined core elements: The lion, circle, and 04 were modernized to retain their symbolic value while adapting seamlessly to digital and physical formats.
04 as a differentiator: The 04 became a focal point, helping establish Bayer Leverkusen’s unique identity globally and reducing confusion with Bayern Munich.
Digital-first design: A dynamic corporate and social media identity was created, ensuring a consistent, engaging presence across platforms.
This rebranding positions Bayer Leverkusen as a club rooted in history but focused on the future, bridging generations of fans and ensuring its legacy remains strong for years to come.
Delivered a refined visual identity that resonates with fans of all generations and ensures a consistent, impactful presence in digital and global markets.
Conclusion
This project shows how bold design choices can elevate a football club's identity far beyond the pitch. In the world of football, rebranding is often seen as risky; but history shows that, with a strong creative direction, it can be one of the most impactful moves for a club’s growth. For Bayer Leverkusen, embracing a new visual language opens the door to international expansion, stronger presence on social media, and a significant boost in merchandise sales, especially jerseys. Design becomes a cultural tool to connect with fans, build global recognition, and shape the club’s legacy for a new generation.
