Deutsche Bahn: The Pulse that keeps Germany moving.

Corporate identity redesign

Everyone in Germany knows Deutsche Bahn, the national railway company. And everybody has an opinion about it—admittedly, not always a positive one. Our task was to make the company more accessible and at the same time preserve its established brand codes. So we simplified the corporate design and enriched it with a new brand element, the Pulse, which makes quite an impact when used digitally. The redesign had to be implemented step by step because of the massive scope of the project, which involved all company divisions, some 300,000 employees, subsidiaries, spin-offs, various product cycles, and sustainability issues.

Client / Manufacturer

Deutsche Bahn AG

Berlin, DE

Design

Peter Schmidt Group

Hamburg, DE