The pulse that keeps Germany moving

Everyone in Germany knows Deutsche Bahn. We brought its corporate design to the next level: by freeing it from rigid rules and adding a new element – the pulse.

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It is derived directly from the logo and enables the brand to enter into an emotional dialog with customers across all touchpoints. In great  experiences even in small moments – for example as feedback after successful check-in.

At a time when the expansion of the rail network is still taking time and the punctuality of trains is frustrating many people, this openness, simplicity and empathy are more important than ever. Also in design. They are decisive factors in making offers individualized, connected and therefore future-proof: We are enabling Deutsche Bahn to take the step towards becoming a provider of smart and sustainable mobility services. Accessible, easy to understand and familiar to everyone. In short, we are turning an icon that everyone knows into an honest partner for everyone in Germany.

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Executive Creative Director

Mail to Felix

Design Director

Mail to Sebastian