The BILD newspaper logo consists of the brand name rendered in white letters inside a bright red square. The letters are fitted into a square shape, drawn with strokes of uniform thickness, and have rounded edges, while the inner cutouts in the letters take the form of straight elongated rectangles. The name is linked to the German word Bild, which means «image» or «picture». This choice reflected the publication’s early editorial approach, in which strong emphasis was placed on photographs and visual material in its first years. The red-and-white sign has been used since the newspaper’s earliest years, and in 2023 the brand refreshed its visual identity under the formula «BILD bleibt BILD», keeping its historic square logo.
BILD is a German mass-market daily newspaper and one of the leading news brands of Axel Springer. The publication first appeared on June 24, 1952, and already in 1956 it launched its Sunday edition, BILD am SONNTAG. Over time, the brand grew far beyond a printed newspaper and turned into a major digital media platform with news, politics, sport, entertainment content, video, and the paid BILDplus subscription. Axel Springer calls BILD the largest media brand in Germany. Over the decades, the publication has become one of the most visible and widely discussed players in the German media market, while preserving its recognizable name and its unchanged red sign.
