Basic Elements > Logos and Markings

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2 Please note: The full functionality of the tutorial is guaranteed only with use of the latest browser versions. 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 internationally within a rapidly evolving market environment. The DB brand is the unifying element across all market segments. It represents the Group, the divisions Passenger Transport (within Germany and across borders) and Rail Freight Transport and is an integral element of the word-image logos of DB Netze and DB Schenker. Our brands store the values and visions of our corporation, our self-image, and the collective expectations and experiences of our target groups. As the visual manifestation of these marks, our logos are an essential element of our sender identification and therefore our corporate design. For a convincing corporate presence, 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? Page 2

3 At a glance: Page 3

4 The DB brand represents the Group and the divisions Passenger Transport (within Germany & across borders) and Rail Freight Transport. As sender logo it is used in the communications of the Group, and the Services, Passenger- and Rail Freight Transport Divisions. As an element of our division brands it is present in all market areas. The DB brand is also used in themes including more than one division. On durable investment goods, e.g. on buildings and products in train station areas, on vehicles and corporate uniforms, likewise only the DB logo is used. Page 4

5 DB Netze is the DB division brand for providing sustainable traffic systems. The Infrastructure division develops and operates products including a one-stop array of rail networks, passenger train stations and energy grids. Communications media in train stations (e.g. on timetables) are directed at end users of Passenger Transport. For reasons of non-discrimination against other companies, these media use only the DB brand for sender identification purposes. Advertisements and Posters The DB Netze division brand is used especially on the stationery and media of our corporate communications. Page 5

6 DB Schenker is our division brand offering complete, global solutions for transportation and logistics. The division renders services in Overland Transport, Air- and Sea Cargo as well as Contract Logistics. The DB Schenker division brand identifies stationery, communications media, vehicles, buildings and corporate apparel. Products of Rail Freight Transport appear under the DB brand. Page 6

7 White, bright or metallic backgrounds standard version: DB brand: DB Red, Internal space: white Word mark: black Dark background: Word mark: white Red background: The DB brand has a white dividing border on red panes. This border is not calculated into dimensional measurements. It is omitted if the red background color differs substantially from DB Red. Monochrome on bright or dark background: The internal space of the DB brand is always filled white. In monochrome depictions on dark backgrounds the DB brand receives a white dividing line. The monochrome versions are only used if, for technical reasons only one color (black or special color) can be printed. Page 7

8 Depiction exceptions: In exceptional cases, if necessary for production reasons, the logo may be depicted inversely (as a negative), e.g. on promotional materials or in textile printing. In such exceptions the Corporate Design Team must be consulted beforehand. The negative version is also used, if a color reserved sender identification is necessary, e.g. semi transparent as corner logo in AV media, on glass surfaces, as a watermark or as repeat pattern in corporate fashion. (Specifications apply to all logos and markings) Page 8

9 Our logos are adapted to the various requirements of our customers in each respective market. The visual harmony of the DB brand and the division logos tells customers our aspiration to be the world s leading mobility and logistics company. We use markings in addition to our logos to capture and identify the complete spectrum of the DB Group s products and services. They are always used together with the respective division logo. For additional information: Markings Our logos can accomplish their task as the most important agents of our image only when consistently embedded in our corporate design and uniformly used. For additional information, please see our respective Corporate Design guidelines: Digital Media, UX-UI Design Print Media Vehicles Environmental Design Office Communications Page 9

10 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 the brand and may not be altered or recreated. The DB brand may not be mirrored vertically, as the lower bowl of the letter B is wider than the upper one. Division logos The division logos consist of the DB brand and the word marks Netze or Schenker. The letters height equals 85% of the cap height of the letters DB in the DB brand. The distance between the corporate and word marks equals one fourth of the DB brand s width. DB Schenker partner logo Details on construction and application (with examples) can be found under Logo Downloads. DB Schenker Partner Logo Page 10

11 Logo clearspace The minimum clearspace surrounding a logo equals half of the DB brand width (½ DBx) to all sides. In principle the clearspace surrounding the logo should be as large as possible in order to avoid a distraction through other graphic elements. Page 11

12 Tagline Brands within the DB Group with a defined tagline use it in advertising media together with the logo. The tagline placement is determined by the respective brand's communication guidelines and his formally regulated here for advertising and publications. You can find all information about taglines under the menu item Brand. What is our current brand strategy? Tagline placement In publications the tagline is placed at the bottom of list texts, or as a stand-alone instead of the list text with an overline. 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 stands in 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 the body copy in DB Sans Bold. In this case it is left-aligned to the body copy and set 20-30% larger with increased line spacing. Alternatively, the tagline may be placed at the end of 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 and his highlighted in bold. The tagline may be placed beneath the logo within the image or color pane. In this case the font height is ¼ DBx. The font color is white. In consultation with the CI/CD and Creative department, the color black can be used on light image backgrounds. The spacing between the top of the tagline caps to the bottom of the DB brand equals ½ DBx. Exception: The tagline is vertically centered if placed in a ½ DBx tall color stripe below the logo clearspace. Extreme portrait or landscape formats have differing rules for tagline placement. You can find them under: Advertisements and Posters Other tagline application options require previous consultation with the Brand Management department. Page 12

13 Application of a stand-alone logo with tagline Two placement options If a brand presence requires a stand-alone logo-tagline combination (e.g. in sponsoring activities or foreign media), there are two basic placement variants side-by-side or stacked. Tagline and logo always have the same size relationship (tagline cap height = ½ cap height of the DB lettering in the brand). For special requirements, individual adjustments with other proportions may be used in previous consultation with the CI/CD and Creative department. Side-by-side placement In horizontal placement the tagline is spaced from the logo by the width of the DB brand and positioned to the right of the logo, on a baseline with the respective word mark. Font and Color A logo-tagline combination uses DB Sans Bold for the tagline. On white and light backgrounds the tagline is black. If the negative form of the logo is used, the tagline also appears negative in white. Stacked placement In vertical placement the tagline stands left-aligned with the DB brand beneath the logo. Spacing between the tagline s cap topline and the bottom of the DB brand equals the tagline s cap height. Page 13

14 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 Office applications. Also included are files in CMYK color mode for print media and files in 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. No elements or distances within a logo may be altered or recreated. Use only the templates provided under Downloads Corporate Design?. Logos When placing a logo, keep the required clearspace around it. Contact partners and links Contact partner For design questions concerning logos and markings please the Corporate Design team: Team Corporate Design [1] Glossaries Content-related questions concerning the logos and brands of the DB Group are answered by Brand Management: Brand Management [2] with helpful terminology explanations can be found here: Glossary DB Marketing Portal Brand Glossary published: Verweisliste [1] Team Corporate Design: design@deutschebahn.com [2] Brand Management: marke@deutschebahn.com Page 14