Agency  SchömannCorporate
UX as Part of the Corporate Identity
An update of the international marketing portal made it possible to place the topic of user-centricity as a strategic aspect for the corporate design and identity of Deutsche Bahn. Using a catalogue of guidelines for interface design for all digital offers of Deutsche Bahn, it was possible to illustrate the advantages that arise from the standardisation of interaction elements and their consistent implementation and use to the stakeholders. As an elementary part of the corporate design, this enables a cross-service user experience.
In doing so, the strategic brand management, which was developed by the team at SchömanCorporate, had to be strictly adhered to. With these bundled measures, it became possible to create a step-by-step plan for the brand update of the railway company.
Deutsche Bahn AG is a federally owned railway group. The company is organised as a public limited company and is wholly owned by the Federal Republic of Germany. Under the umbrella of the DB Group there are around 600 affiliated companies, including several railway infrastructure companies and a number of railway transport companies. DB AG operates most of the German rail network as well as the majority of rail transport in Germany and is also active internationally in the transport and logistics sector.

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