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Basic Elements > Logos and Markings

Deutsche Bahn AG · Corporate Design · Basic Elements · Revision: 06.06.2017



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Contents

At a glance:

DB brand

Division Logo ‘DB Netze’

Division Logo ‘DB Schenker’

Color variants and backgrounds

Logos and markings

Corporate design guidelines:

Construction principle of the logos

Logo clearspace

Tagline

Downloads

Contact partners and links

As a mobility and logistics group we operate nationally and internationallywithin a rapidly evolving market environment. The DB brand is the unifyingelement across all market segments. It represents the Group, the divisionsPassenger Transport (within Germany and across borders) and Rail FreightTransport and is an integral element of the word-image logos of DB Netzeand DB Schenker.

Our brands store the values and visions of our corporation, our self-image, andthe collective expectations and experiences of our target groups. As the visualmanifestation of these ‘marks,’ our logos are an essential element of our senderidentification and therefore our corporate design. For a convincing corporatepresence, our brand logos must be represented uniformly and unaltered.Therefore please use the official reproduction templates provided under the‘Downloads Corporate Design’ menu.

Logos

Additional informationen about our brands:

Brand

What is our current brand strategy?



At a glance:



The DB brand represents the Groupand the divisions PassengerTransport (within Germany & acrossborders) and Rail Freight Transport.

As sender logo it is used in thecommunications of the Group, and theServices, Passenger- and Rail FreightTransport Divisions. As an element ofour division brands it is present in allmarket areas.

The DB brand is also used in themesincluding more than one division.

On durable investment goods, e.g. onbuildings and products in train stationareas, on vehicles and corporateuniforms, likewise only the DB logo isused.



DB Netze is the DB division brand forproviding sustainable traffic systems.

The Infrastructure division developsand operates products includinga one-stop array of rail networks,passenger train stations and energygrids.

The DB Netze division brand is usedespecially on the stationery and mediaof our corporate communications.

Communications media in train stations(e.g. on timetables) are directed at endusers of Passenger Transport.For reasons of non-discriminationagainst other companies, these mediause only the DB brand for senderidentification purposes.

Advertisements and Posters



DB Schenker is our division brandoffering complete, global solutionsfor transportation and logistics.

The division renders services inOverland Transport, Air- and Sea Cargoas well as Contract Logistics.

The DB Schenker division brandidentifies stationery, communicationsmedia, vehicles, buildings andcorporate apparel.

Products of Rail Freight Transportappear under the DB brand.



White, bright or metallicbackgrounds—standard version:DB brand: DB Red,Internal space: whiteWord mark: black

Dark background:Word mark: white

Red background:The DB brand has a white dividingborder on red panes. This border is notcalculated into dimensionalmeasurements. It is omitted if the redbackground color differs substantiallyfrom DB Red.

Monochrome—on bright or darkbackground:The internal space of the DB brand isalways filled white.

In monochrome depictions on darkbackgrounds the DB brand receives awhite dividing line.

The monochrome versions are onlyused if, for technical reasons only onecolor (black or special color) can beprinted.



Depiction exceptions: In exceptional cases, if necessary forproduction reasons, the logo may bedepicted inversely (as a negative),e.g. on promotional materials or intextile printing.In such exceptions the CorporateDesign Team must be consultedbeforehand.

The negative version is also used, if acolor reserved sender identification isnecessary, e.g. semi transparent ascorner logo in AV media, on glasssurfaces, as a watermark or as repeatpattern in corporate fashion.

(Specifications apply to all logos and markings)



Our logos are adapted to the variousrequirements of our customers ineach respective market.

The visual harmony of the DB brandand the division logos tells customersour aspiration to be the world’s leadingmobility and logistics company.

We use markings in addition to ourlogos to capture and identify thecomplete spectrum of the DB Group’sproducts and services. They are alwaysused together with the respectivedivision logo.

For additional information:

Markings

Our logos can accomplish their taskas the most important agents of ourimage only when consistentlyembedded in our corporate designand uniformly used.

For additional information, pleasesee our respective Corporate Designguidelines:

Digital Media, UX-UI Design

Print Media

Vehicles

Environmental Design

Office Communications



Corporate design guidelines:

Construction principle of the logos

DB brand

The DB brand has an aspect ratio of 10:7.Both its letters and frame are designed specially for thebrand and may not be altered or recreated.The DB brand may not be mirrored vertically, as the lowerbowl of the letter ‘B’ is wider than the upper one.

Division logos

The division logos consist of the DBbrand and the word marks Netze orSchenker. The letters’ height equals85% of the cap height of the letters DBin the DB brand. The distance betweenthe corporate and word marks equalsone fourth of the DB brand’s width.

DB Schenker partner logoDetails on construction and application(with examples) can be found underLogo Downloads.

DB Schenker Partner Logo



Logo clearspace

The minimum clearspace surrounding a logo equals halfof the DB brand’ width (½ DBx) to all sides. In principlethe clearspace surrounding the logo should be as large aspossible in order to avoid a distraction through other graphicelements.



Tagline

Brands within the DB Group with a defined tagline use it in advertising mediatogether with the logo.The tagline placement is determined by the respective brand'scommunication guidelines and his formally regulated here for advertising andpublications.

You can find all information abouttaglines under the menu item ‘Brand.’

What is our current brand strategy?

Tagline placement

In publications the tagline is placed at the bottom of listtexts, or as a stand-alone instead of the list text with anoverline.

Typeface: DB Sans Bold,The tagline is set 20-30% larger than the list.Please observe an optically even spacing of the overlines.

Exception: The tagline is vertically centered if it standsin a ½ DBx-high color stripe beneath the logo clearspace.In this case the font height equals ¼ DBx.

The tagline can be placed in advertisements below thebody copy in DB Sans Bold. In this case it is left-aligned tothe body copy and set 20-30% larger with increased linespacing. Alternatively, the tagline may be placed at the endof the body copy using the same font size.

The tagline is highlighted using DB Red.

The tagline is used in the same font as the body copy andhis highlighted in bold.

The tagline may be placed beneath the logo within theimage or color pane. In this case the font height is ¼ DBx.

The font color is white. In consultation with the CI/CDand Creative department, the color black can be used onlight image backgrounds.The spacing between the top of the tagline caps to thebottom of the DB brand equals ½ DBx.

Exception: The tagline is vertically centered if placedin a ½ DBx tall color stripe below the logo clearspace.

Extreme portrait or landscape formats have differing rulesfor tagline placement. You can find them under:

Advertisements and Posters

Other tagline application options require previousconsultation with the Brand Management department.



Application of a stand-alone logo with tagline

Two placement optionsIf a brand presence requires a stand-alone logo-tagline combination(e.g. in sponsoring activities or foreign media), there are two basic placementvariants—side-by-side or stacked.Tagline and logo always have the same size relationship (tagline cap height = ½cap height of the DB lettering in the brand).For special requirements, individual adjustments with other proportions may beused in previous consultation with the CI/CD and Creative department.

Font and ColorA logo-tagline combination usesDB Sans Bold for the tagline.On white and light backgrounds thetagline is black. If the negative formof the logo is used, the tagline alsoappears negative in white.

Side-by-side placementIn horizontal placement the tagline is spaced from the logoby the width of the DB brand and positioned to the rightof the logo, on a baseline with the respective word mark.

Stacked placementIn vertical placement the tagline stands left-aligned withthe DB brand beneath the logo.Spacing between the tagline’s cap topline and the bottomof the DB brand equals the tagline’s cap height.



Downloads

The templates are offered as download package for each brand.Included in the packages are files in RGB color mode for digital media and Officeapplications. Also included are files in CMYK color mode for print media and filesin special color for special applications.

Templates DB Brand Templates DB NETZE Templates DB SCHENKER

Notes concerning the usage of the logo templates

For the consistent and credible presence of DB in all communication,please observe the following:

When selecting a logo, bear in mind the correct data format,color version and size of the template.

When placing a logo, keep the required clearspace around it.

No elements or distances within alogo may be altered or recreated.Use only the templates providedunder ‘Downloads Corporate Design?.

Logos

Contact partners and links

Contact partner

For design questions concerninglogos and markings please emailthe Corporate Design team:

Email Team Corporate Design [1]

Content-related questions concerningthe logos and brands of the DB Groupare answered by Brand Management:

Email Brand Management [2]

Glossaries

with helpful terminology explanationscan be found here:

Glossary DB Marketing Portal

Brand Glossary

published: 31.01.2014

Verweisliste

[1] Email Team Corporate Design: [email protected]

[2] Email Brand Management: [email protected]

mailto:[email protected]




basic elements > logos and markings · basic elements > logos and markings deutsche bahn ag...

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