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Rooted in tradition: Werder Bremen unveils new visual identity
30/07/26 | 4 Min
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SV Werder Bremen is beginning a new chapter in the evolution of its brand. At the start of the new season, the club is introducing a new visual identity, featuring a bespoke typeface, a refined Werder Green and the iconic diamond at the heart of the design. The new design system brings 127 years of club history into the present day.
This is not about starting again from scratch. The aim is to create a more distinctive, contemporary look and feel that brings the club’s personality through more clearly across every touchpoint. From the Weserstadion and Platz 11 to digital channels, merchandise and day-to-day communications, the new design system will give Werder a consistent brand presence and clearly convey what the club has stood for since 1899.
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“Werder is constantly evolving. The Campus, Platz 11, new digital platforms and other projects are creating more and more ways for people to engage with our club. That’s why now was the right time to give our brand identity a framework that brings all of these developments together,” emphasised Klaus Filbry, CEO of SV Werder Bremen.
An identity rooted in northern Germany
The club’s identity has not been reinvented. Instead, it has been sharpened and made more consistent. The new visual identity is built around Werder’s brand values: bold, human, down-to-earth and plietsch, a northern German word for being smart and resourceful. These values guide every aspect of the design.
The diamond stays, Werder Green is refined
The familiar Werder diamond remains untouched. It was more than just the starting point for the project; it set the standard for the entire system. Its clarity and timelessness became the guiding principles for the wider design. Werder Green is the only element to have been refined: richer, calmer and more Hanseatic in character. “Tradition isn’t about looking back; it’s something that drives us forward. We weren’t looking for something new, but for the qualities that have always defined Werder,” said Christian Stoll, head of brand and marketing at SV Werder Bremen GmbH & Co. KG aA.
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Colours with Bremen roots
The colour palette has been broadened and structured into a clear system. Each shade has a specific role and a name rooted in Bremen: Werder Green is the primary colour, Werder White provides a clean contrast, Werder Core Green serves as a dark foundation, Weser Mist Grey is a cool, understated and distinctly Hanseatic neutral, while Weser Light Green is a bright accent that brings energy, particularly to digital applications. Legends Gold is reserved for the people and moments that have shaped the club’s history.
A typeface created for Werder
Werder’s new bespoke typeface, Bruckmeyer Neue, was developed exclusively for the club. It is named after Günther Bruckmeyer, the graphic artist who designed the first Werder ‘W’ in 1924, the visual precursor to today’s diamond. A century later, the typeface carries his name and draws on his design language: its serif letterforms are inspired by the geometry of the Werder ‘W’. Clear, full of character and unmistakably Werder.
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Developed in partnership with Societas
The new visual identity was created in partnership with Munich-based design studio Societas. Following a multi-stage selection process involving six renowned agencies, Werder consciously chose not to run a traditional creative pitch.
Rather than turning the process into a competition, the club opted for a collaborative approach to development. The thinking was simple: the best result would come not from a pitch presentation, but through dialogue.
“Werder is a club with an exceptionally clear sense of identity. Our job wasn’t to redefine that identity, but to give it a visual expression that does it justice. This wasn’t a project about design. It was a project about what Werder stands for,” explained Mirko Borsche, co-founder and creative director of Societas.
A phased rollout over several years
The new visual identity will be phased in from the 2026/27 season. Over the following two to three years, the new look and feel will gradually be rolled out across all areas of the club. Existing materials will, of course, remain in use and be replaced as part of their normal renewal cycles.
This approach will ensure a sustainable transition, combining financial responsibility with the continued evolution of the Werder brand.
Green and White for life. Yesterday. Today. Tomorrow. Always.
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