DSV-Group Brand Design

Brand identity redesign

The designers created a comprehensive design system for the entire brand portfolio of the DSV Group (Deutscher Sparkassen Verlag), part of the Sparkassen-Finanzgruppe. The Sparkasse brand logo and the Sparkasse S have been in use since 1938. The redesign takes this icon and applies flexible design guidelines that formally unify the overall appearance of the group but at the same time allow enough design freedom for the respective sender brands. The modular design principle reduces complexity both internally and externally and leads the DSV Group into the future with a bold, forward-looking brand design.