DB Schenker has opted for an updated visualisation of its own brand with a focus on new designs, colours that modernises the outlook of the brand, and a new corporate layout.
The imagery includes a new color palette, as it shifts to Teal from Blue, which is a fresh and modern shade. Introducing this new type of signature color also underlines DB Schenker’s efforts and objectives for more sustainability in logistics. At the same time, elements such as the red “Pulse” enable identification and recognition with the DB umbrella brand.
The use of the brand logo has been adapted to align with central corporate strengths, while core elements of the external presentation in marketing formats have been fundamentally revised. It is the most extensive communicative repositioning of DB Schenker since its complete docking into the parent company Deutsche Bahn.
As part of the new corporate design, the use of the brand logo is also much more flexible, as the mandatory use of a white background is no longer required. This applies both to the own name “Schenker” and to the integrated “DB” logo of Deutsche Bahn AG. The optional color change of the font to white instead of black means that is can now also be used on dark backgrounds.
Jochen Thewes, CEO of DB Schenker said, “Internationality, teamwork, reliability and an innovative spirit are the values which set us apart. Our customers know our capabilities and what differentiates us from the competition. With our new visual language, we will now also be able to better present these strengths. We have therefore decided to create a brand which states out more strongly from the often uniform look and feel of the logistics industry. It was time to rethink the brand and leave familiar patterns behind.”
Since the proportion of mandatory elements in campaign and advertising motifs has also been significantly reduced, there is more space and freedom overall to show the value positioning of the brand. This also enables the brand to be more agile in digital communication environments in the future.
Vishal Sharma, CEO – Cluster India and Indian Sub-Continent, DB Schenker said, “We are excited to introduce the updated visualisation of our brand to our customers in India. The new design and layout under the umbrella brand reflect our core principal of being a people-focussed brand. India is a priority market for DB Schenker globally and we believe that the repositioning will help the brand establish unique territory in the logistics space.”
The announcement of the new brand was preceded by weeks of numerous in-house presentations, webinars and training sessions to enable the simultaneous introduction of the new and uniform appearance in over 130 countries around the world. A further global roll-out is planned in several steps over the months ahead. A corporate claim is also in planning.
The starting signal for the reorganisation of the DB Schenker brand was given in 2018, when a stronger global brand management for DB Schenker was initiated. The relaunch was driven forward in intensive coordination with the individual business units.