There are few companies in the public spotlight quite as much as Deutsche Bahn. Many people fail to understand that the railways of yesteryear have become much more today – it's a worldwide logistics service provider. That's the future of Deutsche Bahn, and that's what everyone whether customers, journalists or shareholders – must be convinced about. They must all trust in the new business strategy.
Trust arises where there is understanding and sympathy. Encountering the Deutsche Bahn brand should be pleasant and uncomplicated. Therefore Deutsche Bahn want to send out as clear a visual image as possible. Edenspiekermann analysed all means of communication and how best to apply them. How, for instance, should maps and travel information leaflets on trains be presented? Are the contents easy to understand for customers?
The new design system by Edenspiekermann reinforces the visual identity of the DB brand. Edenspiekermann supports Deutsche Bahn's goal of guaranteeing consistent quality – from buying an online train ticket through to the platform staff. In addition this allows all other DB activities (acquisitions, investments, collaborations, joint ventures etc.) to be easily integrated under the umbrella brand.
Edenspiekermann received the Gold Design Award of the German Federal Republic in 2007 for the exclusive DB Type typeface.