Audio Branding for Team Deutschland

A NEW BRAND ASSET FOR THE GERMAN OLYMPIC TEAM

Umarmung von zwei Sportlern bei den olympischen Spiele

Team Deutschland (Team D) is the brand of the German Olympic Sports Confederation (DOSB), under which the Olympic participants have been appearing together since 2018. The brand embodies the diversity of sports and athletes like no other in Germany. At the same time, it offers them a unifying identity and a common umbrella.

The way to Team D Sound Identity

In a sound workshop with Team D brand managers and athletes from various sports, the significance of the German national anthem became clear: it symbolizes the goal of all Olympic participants: to reach the podium and possibly hold the gold medal in their hands.

How does Team D sound? We wanted to answer this question and in future not just see our brand, but also hear it.

Florian Frank, Head of Marketing Department, DOSB



Soundworkshop mit den Atleten des Deutschen Olympischen Teams

The Team D leitmotif

The anthem begins with the words “Ei-nig-keit und…” (unity and…) – a direct analogy to the brand essence “team”. The corresponding tone sequence is the leitmotif for all musical adaptations.

Together with the musically translated brand values of passion, fairness, open-mindedness and diversity, the sound identity of Team Germany is created. This can also be heard in the sound logo, a rhythmic and dynamic interpretation of the leitmotif.

On this basis, we are continuously developing the Team D Music Library, which reflects the entire range of different sports emotions. These are differentiated compositionally by the design features tonality, timbre, rhythm and tempo.

Team D Music Library on Spotify:

Link Spotify

20220419_WE_Team_D_Visual_Markenwerte_eng_BP

Olympic Games with Team D Brand Sound

The large-scale activation at the 2021 Olympic Games in Tokyo achieved almost 140 million social media contacts. On Instagram and TikTok, the brand succeeded in creating an authentic interaction with the young, very sound-savvy target group. Record numbers for Team D – and the brand sound was always included. Further Team D marketing activities like acoustic co-branding with sponsors, collaborations with singer-songwriters and much more are conceivable on the basis of the jointly developed sound system, and some of them are already being considered.

Also new since 2022: The adaptations of the Team D music library are decorated with ornamentations from the musical culture of the host city. This for example is the sound of the Team D music for Beijing 2022:

So the music is another factor to look forward to at future Olympic Games, like for example Paris 2024, Milan/Cortina in 2026 and Los Angeles 2028.

How does Team D sound? We wanted to answer this question and in future not just see our brand, but also hear it. Together with our athletes and WESOUND, we could tread a very special path, not just thanks to the enduring memory, but above all because a sound identity was created which harmonizes perfectly with the dynamics, diversity and attitude of the brand. Team D now has a face and a sound which is as special as the athletes that make up the team. They are both role models and inspirations. Their successes, but also their dedication, passion and willingness to give everything, make the fans proud.

Florian Frank, Head of Marketing Department, DOSB