Development of a logo assessment matrix for designing football club corporate identity

Abstract

This study analyses the visual characteristics of 18 football clubs who participated in the German professional association football league – The Bundesliga in season 2015-
2016. An assessment matrix was developed to organize them in a taxonomy system. It aims to provide information about the most commonly used attributes in the football
clubs’ logos. The analysis method can be practically applied in other prospective or recently founded football clubs whose brand identity is going to be established as well as corporate logos for brand management. Along this is to develop a professional attitude towards recently established football brands. Thus, the clubs could attract
more fans and increase their profits from new sponsorships and funding. Different aspects have been identified that will provide the German football clubs with useful
insights of how to increase their identification and origin. Therefore, the brand will be more attractive for investments. The theoretical framework includes concepts such as design of corporate identity, logo design, emotional logo design, brand.