Deutsche Bank Park is the home of Eintracht Frankfurt – and much more besides. Events of all kinds, from monster truck shows and sporting events to numerous corporate events, esports and NFL games, are held here, alongside concerts by international artists such as Elton John, Iron Maiden and Coldplay. More than 1.8 million people visit Deutsche Bank Park every year. The stadium is the vibrant heart of the site.
Renaming the park, and above all developing it further as a venue for experiences and bringing people together, are key elements of the strategic direction of the partnership between Eintracht Frankfurt and Deutsche Bank. A visual identity was therefore needed that would do justice to both partners and to the stadium.
The design brings together the partners’ visual identities and the stadium’s architecture, incorporating the dynamism of its visitors into a flexible design system. Its wide-ranging applications span a complex wayfinding system, interior design and digital touchpoints. Clear communication lets individual events shine without losing its distinctiveness.
The icon style reflects the design principles of Deutsche Bank Park. The icons are used primarily on signage, where they appear in white on black. Black on white is also permitted. The architectural lines leading towards the video cube as the focal point are echoed in parallel flowing lines used as a design element at the block entrances. The iconography serves as the wayfinding system for Deutsche Bank Park.
After dark, the stadium appears in a new light. The façade can be illuminated to suit each event, creating a visual connection with the event from the moment visitors arrive. Inside the stadium, the brand takes a back seat where others take centre stage. The corridors feature modern exposed concrete, enhancing the industrial look. The interiors are predominantly black and white. The distinctive red of Eintracht’s design language visually sets areas such as the Adler Business Club apart.
