Case Study

Deutsche Bahn

Deutsche Bahn hero

From public authority to modern brand

Deutsche Bahn AG
Brand Development
ongoing co-operation (6+ years)
4 people

Carrying nearly 12 million passengers each day, and with 300,000 employees, Deutsche Bahn is one of the biggest transport providers in Europe. Whether we love it or not, it’s an important part of today’s culture and a brand that everybody knows.

As part of internal restructuring, the company were making the move towards the ways of modern management organizations. This required strengthening the brand, as well as moving in new directions with other transport services such as Flinkster.

We developed a new visual identity for Deutsche Bahn that fits their new direction and makes it visible across all areas of the organization.

Deutsche Bahn Typography Pictograms Train
DB Flags test

At the heart of the new visual identity is a font we developed exclusively for Deutsche Bahn. This unique typeface ties everything together, creating an instantly recognizable brand identity, whether it’s used in company communications or printed on the trains.

For his special contribution to the creation of a holistic, forward-thinking product and company culture, Erik Spiekermann was awarded the Federal Republic of Germany’s Design Award.
Deutsche Bahn sketch typeface
Deutsche Bahn type scheme
DB Bordrestaurant