New brand personality, new visual identity: With its strategic realignment, Deutsche Bahn is opening a new chapter in brand management. The new brand personality places "Die Macher:innen" – the individuals who take responsibility for a better railway every day – at the center of attention.
In 2025, DB initiated a fundamental strategic reset. The objective is to secure the company’s future competitiveness and restore lost customer trust. Moving forward, the strategy will be driven by three priorities: reliability, quality, and economic viability. This reset is now reflected in the company's corporate identity and design.
The new brand personality focuses on people
The core of this transformation is the new brand personality, "Die Macher:innen“. It defines Deutsche Bahn’s new self-image, centering on the people who take responsibility and drive change.
"The DB brand should not only look different; it should feel different—and, above all, demonstrate what Deutsche Bahn intends to stand for in the future: taking responsibility, taking action, and making the railway a little better every day," says Jens-Oliver Voß, Head of Communications and Marketing at Deutsche Bahn.
This new personality provides orientation and inspiration for the entire visual identity—from advertising and digital services to physical stations and other brand touchpoints.
A dynamic design principle representing continuous improvement
The ambition to constantly improve forms the basis of a new, dynamic design system. "The design principle is visually inspired by our railway sleepers – the very DNA of the railway. These sleepers generate momentum and illustrate Deutsche Bahn’s path forward. They translate our ambition to improve every day," explains Martell Beck, Chief Marketing Officer at Deutsche Bahn.
The design system is adaptable to different contexts while ensuring consistent brand recognition. This new brand experience will be rolled out gradually across all DB touchpoints. The central brand constants – the DB logo and the characteristic color palette – remain unchanged.
The new brand identity as a powerful catalyst for change
"Profound transformation always reshapes a company’s identity. The critical question is: Who do we want to be in the future, and how do we get there?" says Alina Hückelkamp of the strategy agency Unicorns&Lions, which developed the brand personality and design routes in collaboration with Strichpunkt Identity. "Deutsche Bahn’s new brand personality creates a sense of direction and serves as a catalyst for change."
Strichpunkt Identity was responsible for the development and implementation of the new DB brand identity. For CEO Philipp Brune, this project exemplifies a deeper understanding of branding: "We no longer view brand management merely as the creation of a visual identity, but rather as the interdisciplinary translation of an identity into a holistic brand experience. Deutsche Bahn was innovative and open to exploring new paths in this field. 'Die Macher:innen' provide a strong foundation for this."