Mutabor - HSV - Design Concept

125 Years HSV – The Design Concept For The Anniversary

Tradition and modernity are not mutually exclusive. This is also true for the 125th anniversary of the Hamburger Sportverein. On the occasion of this club highlight, the Hamburg agency Mutabor developed a modern design concept that adorns current and communicative measures and shows the Bundesliga Urgestein at its best.

The result is a visually mobile construction kit consisting of concise graphic elements that can be flexibly combined and reinterpreted again and again depending on the application. Despite the bridges between tradition and modernity, the core message of HSV remains the same: The HSV – a traditional club in motion.


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HSV jersey with birthday logo in the 2012/2013 season

The logo, developed on the occasion of the 125th anniversary, will adorn the jerseys of the HSV players in the 2012/2013 Bundesliga season. The characteristic HSV rhombus is still the heart of the logo, which will be used individually in the applications in combination with various gold-colored design elements and symbols.

“HSV is not only a traditional club, but also a modern, cosmopolitan club in one of the most vital and creative cities in Europe. With the modular principle, we have developed a modern design concept that optimally incorporates the diverse media and occasions that HSV uses and makes the brand’s dynamism visually tangible”, explains Heinrich Paravicini, Managing Director of Mutabor and a gifted HSV enthusiast.

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