Babbel Celebrates Double Victory at German Brand Awards 2024

Berlin, Germany, 19 June 2024 – Babbel, the world's leading language learning platform, proudly announces its victory at the German Brand Awards 2024. Babbel’s Brand Refresh 2024 has won "Excellent Brands: Digital Brand of the Year" and received "Gold" in the category of Education and Research. This strategic rebranding initiative, led by Babbel's brand team, emphasizes our commitment to providing an immersive language learning experience that extends beyond vocabulary to cultural and relational immersion.

Transformative Journey

Babbel's rebranding marks a significant shift from a traditional self-study model with the app to a dynamic blended learning approach. This approach integrates self-study with interactive Babbel Live classes, engaging content in the magazine, on social media, and podcast series, creating a comprehensive learning platform for individual needs.

"When you start speaking a new language, there is a strong sense of personal transformation. It also transforms the world around you and makes it more accessible. This is the essence of our new brand strategy," states Arne Schepker, CEO of Babbel. "We’ve evolved from a pioneering online service to a suite of solutions that cater to both consumers and businesses worldwide. Our aim is to keep language learners engaged and make their journey rewarding and valuable."

Deep Integration Across All Touchpoints

The rebranding effort, conducted in collaboration with Koto Studios, has led to a cohesive visual identity and a new positioning statement: Babbel empowers learners to experience the transformational power of language.

Marcus Hauer, Director of Product Design at Babbel, shares: "We are thrilled to have aligned our brand strategy with our core identity. The rebranding is not only reflected in our marketing materials but is also deeply anchored in the product itself—be it the app, desktop version, website, or podcasts."

The Essence of the New Brand Strategy 

Babbel's Global Insights team has identified three key motivators for learners: Meaning, Security and Achievement. From feeling like an outsider to feeling like a global citizen, from feeling insecure to feeling confident with the small victories and successes that learners experience in their personal and professional lives. The team made sure that the new brand strategy was in line with the profound personal transformation experienced when learning a new language. The new design language makes Babbel feel approachable and fun, yet high quality, unifying our brand image globally.

About Babbel

Babbel develops and operates an ecosystem of interconnected online language learning experiences and is driven by the purpose of creating mutual understanding through language. This means building products that help people connect and communicate across cultures. The Babbel App, Babbel Live, Babbel Podcasts and Babbel for Business products focus on using a new language in the real world, in real situations, with real people. And it works: Studies by linguists from institutions such as Michigan State University, Yale University and the City University of New York demonstrated the efficacy of Babbel’s language learning methods.

The key is a blend of humanity and technology. Babbel offers more than 60,000 lessons across 15 languages, hand-crafted by nearly 200 didactics experts, with user behaviors continuously analyzed to shape and tweak the learner experience. This results in constantly adapting, interactive content with live classes, games, podcasts and videos that make understanding a new language easy, from Spanish to Indonesian.

Because Babbel is for everyone, its team is as diverse as its content. From its headquarters in Berlin and its U.S. office in New York, 1000 people from more than 80 nationalities represent the backgrounds, characteristics and perspectives that make all humans unique. Babbel sold over 15 million subscriptions by creating a true connection with users.

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