A global launch with new corporate design visualizes the company’s strengths • Increases emphasis on emotional appeal • More differentiation, relevance and accessibility through the new choice of pictures and colors
DB Schenker today announced its new brand identity with a focus on new designs, colours that modernizes the outlook of the brand and a new corporate layout. It immediately starts the transition to a new visual language of one of the world’s leading logistics provider. The initiative is the most extensive communicative repositioning of DB Schenker since its complete docking into the parent company Deutsche Bahn.
The enhanced brand identity symbolizes the company’s strengths. 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.
Jochen Thewes, CEO of DB Schenker said, “Internationality, teamwork, innovative spirit and reliability are what set us apart. Our customers know what we can do 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 make our brand stand out more strongly from the oftentimes uniform look and feel of the logistics industry. It was time to rethink the brand and leave familiar patterns behind.” As part of the new corporate design, the brand logo aims for high flexibility, 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 new layout creates more space and freedom to show the value positioning of the brand as well as 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 visualization 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-focused 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 inhouse 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 planned.