With a few exceptions, german football clubs have a very distinctive look, based mostly on basic geometric shapes and simple lettering. This look works perfectly in modern times in which the line between crests and logos is thinner than ever.
When redesigning a logo, whether it's from a football club or any other brand, it's important to represent history in the most effective manner, and BVB's visual identity has been mostly attached to some version of the current logo, so it makes sense to follow the same line. Since there are only a few letters and numbers to work with, and not many possibilities on their placing, the main inside changes focus in harmonizing the iconic badge by fixing i'ts only issue.
In the current logo, it's impossible to make both "B" letters to look perfectly centered, because the asymmetric characters can't fit symmetrically inside the circle. However, by rounding up the left corners and making the letters more bauhaus like, it becomes easier to construct a balanced look while keeping the placement of the classic BVB 09 characters.
While the inside of the logo features only functional changes, the outside features a brand new element that hides a tribute to the Dortmund's most notoriuous and important features: the fans and the team successful history. The outer ring is colored in neon yellow to engrave permanently in the badge the biggest accomplishment in the clubs' history: the 96-97 UCL title. Meanwhile, the seemingly random black lines over the ring are inspired by the flags and scarfs sported by the fans in every game. If any club in the world would ever represents its fans on its badge, it should be Borussia Dortmund.
