Who are we? Who do we want to be? How are we seen? How do we want to be seen? How would others like to see us?

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1 Contents Corporate Identity Corporate Design: breathing life into concepts What can successful management of CI/CD produce? Typical Deutsche Bahn: The appearance of DB at a glance The most important characteristics of the DB appearance: DB brand Corporate colors Color systematics Corporate font DB Type DB Corner Element Horizontal emphasis of space distribution Every day we see, hear or otherwise experience countless impressions, messages and information in general. Much of it we fail to notice or immediately forget. Other information that we need to keep our bearings is saved. Being perceptible and stored permanently is essential for a company s business success. Therefore, how one is noticed, both publicly and in private, can not be left to chance. For this reason, the Board has created the DB Group Marketing Directive, which sets binding rules for all divisions: "The provisions and requirements listed there are to be observed when implementing internal and external marketing measures". Who are we? Who do we want to be? How are we seen? How do we want to be seen? How would others like to see us? CD checklists To an extent, the effect that a company tries to achieve can be influenced: through the self-perception or corporate identity that the company has defined for itself; and the company s communications and the image it projects or corporate design. Applied to people, corporate identity would describe an individual s essence or character. At our company, too, corporate identity encompasses all characteristics that make DB unique. These include all the deeds, signs and statements by which we are measured and that make personal identification e.g. by our customers or employees with the company possible. Corporate design, meanwhile, is a means to an end. It translates corporate identity into a visual image. While it does not provide answers to questions of strategic importance for the company, corporate design gives those answers a certain appearance. A design determined by personal preferences in taste has an effect on the person who created it, but not on the many whom it is supposed to reach. Our corporate design has the task of visibly making every expression of our company part of a unified whole. It is the systematic design of all individual elements from advertising to seat covers, from signs in buildings to letters to customer. Deutsche Bahn AG Corporate Design Revision: Page 1

2 A consistent appearance requires constant and recurring elements. At DB, the logo, colors, the corporate font and a few basic design principles form the foundation of our unified appearance. Our corporate design establishes space so that we can react to changes in corporate identity, structure and new market demands without diluting our characteristic look. Corporate design at DB lays the groundwork for the process of creative design, safeguards recognition of our company and, by maintaining its familiar characteristics, supports positive recognition by various target groups. Constantly examining the complex yet coherent interplay of being and presence, i.e. of identity, communication and appearance, is part of senior management s job of steering the CI process. Do the company s communications, its visual presence, the conduct of managers and workers and the company s offerings all fit together? Does our company s performance (products, offers, services) meet the requirements of customers and workers? Deutsche Bahn AG Corporate Design Revision: Does the conduct of managers and workers fit the company s ideals, goals and services? Page 2

3 We leave an impression Just as in personal relationships, the initial contact decides how a company is judged. This contact often takes place through letters, publications, advertising or online in other words, primarily through visual information. This is where corporate design does an important job, because the appearance of our company strongly influences how it is seen among the relevant target groups. We take a position Coming to grips with one s own corporate identity and moving those taking part in the company to make a common commitment to it is a complex process and one of the foremost tasks of senior management. This commitment must constantly be renewed. Corporate identity and corporate design are therefore open to adjustment to tested requirements such as evolving emphases in internal and external communications, or a new market framework. We magnify familiarity and recognition Without recognition, without the possibility of classification, people feel lost. Those who are lost have no security, no trust. Through brand management, our corporate design lays the foundation for recognition. We build credibility An authentic presence improves the quality of information, thereby building credibility among customers, workers, in the domestic public and on international markets. Last but not least: We save money A logical corporate design eases the coordination process among companies, agencies and other suppliers. And that saves plenty of time, energy and therefore money. Deutsche Bahn AG Corporate Design Revision: Page 3

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5 What are the most important design elements that characterize the Corporate Design of Deutsche Bahn? The Short Profile provides a selection of the most important factors of the appearance of DB. It is intended mainly for beginners and the uninitiated who want to learn about Corporate Design at Deutsche Bahn. The CD checklists Electronic Media and Print Media help check for CD conformity in practice. Deutsche Bahn AG Corporate Design Revision: Page 1

6 The most important characteristics of the DB appearance: DB brand Our DB brand is the company s most important and recognizable identity symbol. As a standard element of every brand in the Group, it appears globally in all communications. Logos and Markings Corporate colors The corporate colors are the most universal element in the appearance of DB. The identity color of DB is DB Red. It also marks the Passenger Transport and Rail Freight Transport Division. DB Blue stands for the Land Transport, Air and Ocean Freight and Contract Logistics Division. DB Gray stands for the Communication of the DB Group, Infrastructure and Services Division. Additionally, the design may include three additional gray shades, as well as black, white and silver. A supplementary series of bright secondary colors is used only when the need for a color differentiation exists beyond the primary colors. Color Deutsche Bahn AG Corporate Design Revision: Page 2

7 Color systematics Color codes have been defined for the Divisions and Business Units. This identification is reflected most clearly in the designs for railroad vehicles: White (and/or light gray) with a red stripe for long distance transport red with white (light gray) stripe for regional transport. From these systematics we derive the color code of our communication media for Passenger Transport and also Rail Freight Transport (see left), shown here with brochure titles as examples. Colors have also been determined for or all other divisions, e.g. the DB Blue derived from the company s history for Land Transport, Air and Ocean Freight and Contract Logistics, and DB Gray for Infrastructure, Communication of the DB Group and Services. Deutsche Bahn AG Corporate Design Revision: Page 3

8 Corporate font DB Type DB Type has been the entire Group s exclusive font since 2005 and is used exclusively in the media of DB. It consists of eight font families that constitute a visually cohesive system. Each font family within this system has been created for specific purposes according to the applicable requirements. Deutsche Bahn AG Corporate Design Revision: Typeface Page 4

9 The typographical appearance of our communication media is characterized by a special treatment of headlines, whose individual lines are horizontally offset to each other and are accentuated by bold-light contrast. A center-aligned impression should be avoided. The preferred type for body copy is left-aligned unjustified text. Typography is always mixed, i.e. using capital and lower case letters. DB Corner Element A visual constant of our identity is the DB Corner Element. It serves to structure and separate text and plane elements. Height and width of the corner element are specified. Its characteristic proportions and deliberately asymmetrical placing characterize the appearance of our communications media. Deutsche Bahn AG Corporate Design Revision: Page 5

10 Horizontal emphasis of space distribution Each of our communication media is characterized by an essential design principle the emphasized horizontal look, derived from the horizontal movement of our means of transport. Resulting from this design principle are e.g. the horizontal relations in arranging planes and images, the use of horizontal overlines and structuring lines, as well as the explicit avoidance of vertical dividing lines and borders. CD checklists The here for download offered CD checklists ease the work and allow verification of the important guidelines in a clear manner. Download: CD Checklists File format: ZIP File size: 758 kb Contact Any questions about the content of this page? [1] published: Verweisliste [1] Any questions about the content of this page?: design@deutschebahn.com Deutsche Bahn AG Corporate Design Revision: Page 6