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Modernizing Germany’s Leading Football Magazine With a Scalable Design


Der Kicker

Service Brand Development

7 Months


4 people

Right in time for the World Cup Germany's leading sports magazine Der Kicker will appear with a new contemporary design. When the Kicker team first got in touch they wanted to clean up and modernize the current visual design of their bi-weekly and their special issue print magazines which both have not been touched for quite some time. As they have a very strong and loyal community they were looking for an approach that allows them to roll out changes gradually, so the readers can slowly get used to the new visual direction.

Therefore we developed a modular visual design that kept and strengthened the identity of the magazine through revisiting the typography and adding a new side grid which allows for more variety of sports. New design elements have made the design of kicker more structured yet spacious, while the depth of detail has been retained.

The benefit of the modular visual design is its scalability, i.e. the new design can also be played on all digital channels in the future.

The introduction and the scalability to digital channels were the keys for success in order to gradually create acceptance for the changes and to take all the readers with it.

Along with the visual design of the print issue, we worked on a refresh of the brands image and developed a logo system. This has created a clear division and cohesion of the kicker products within its own brand cosmos and at the same time provides orientation for the readers.

The Kicker is an institution for football fans and one of the German sports magazines with the largest community. The conceptual work with the editorial teams and product teams in direct exchange with the users was the core and enabled acceptance of the new concept.

Christian Hanke, Creative Director

kicker Tabellen Edenspiekermann
kicker Innenseite Edenspiekermann

To become a futureproof content platform and keep their leading position in the market, Kicker needed not only to revise their visual design, but had to think about today's readers expectations on content experience and entertainment. We supported the team with workshops and helped them to develop new narrative formats that allows for a wider range of content and styles from fact-based to emotional.

The new formats were first developed in several workshops and then directly converted into prototypes that were extensively tested by 60 Kicker readers.

The intensive and open collaboration with Edenspiekermann resulted in a new, contemporary look which carries the Kicker DNA and can be transferred to other Kicker products. This brings us a good deal closer to our goal of a uniform brand presence on all channels.

Bärbel Schnell, Publishing Director at Olympia-Verlag

kicker liga fakten edenspiekermann

Just in time for FIFA World Cup 2018 the new modular design language was rolled out to the Kicker app. A a first step towards the gradual roll out to their digital channels.