DB Schenker
A national corporate brand becomes a global brand in its own right.
LEAD AGENCY GLOBAL MARKETING · 76,000 EMPLOYEES · 130 COUNTRIES
01
Our Work
Rail DNA. Schenker identity.
The starting point was Deutsche Bahn's new corporate design by Peter Schmidt Group. Our brief: adopt the core elements, translate them for the logistics sector and establish DB Schenker as a brand in its own right — anchored in the group, unmistakable in the market.
To do that we developed the group branding consistently further — online and offline. An additional Schenker colour created more independence within the DB universe, while a purpose-built iconography and a global visual language charged the brand consistently across markets.
To make the new identity work worldwide we held intensive country and continent calls up front, focused on cultural requirements, local image preferences and each market's clear dos and don'ts. On that basis we built consistent visual worlds with strong global recognition.
The system was rounded out with comprehensive guidelines and employee training that secured the worldwide roll-out of the new brand identity.
Stats
02
Approach
Group branding online and offline: CI, CD and visual language as one consistent system — including guidelines and employee training.
Developing and delivering global, cross-media campaigns plus communication materials for sales and corporate communication.
Building, expanding and running the worldwide marketing resource management tool — the central hub for campaign assets, templates and advertising materials in at least two languages.
Essence
"We didn't imitate the rail heritage, we reinterpreted it for logistics — with its own colour, its own iconography, its own visual universe. The result is a brand anchored in the group that stays independently capable in every market — from the sail at a Sail Cup sponsorship to a global Pride activation. Delivered through a worldwide marketing resource management tool with centrally governed campaign assets, templates and communication materials for sales and corporate communication — consistent, scalable and available in at least two languages."
