Campaigns > DB Schenker > Guidelines - Visual Language

Deutsche Bahn AG · Marketing Communications & Media · Campaigns · Revision: Page 1

Guidelines

The guidelines provide the basis and allow to develop new material easilycomplementary to the existing ones. They comprise the general rules and serve asa briefing and guidance. Clear recommendations explain what makes up our textsand images to ensure a uniform appearance whether it comes to terminology,headline systematics, tone, imagery or formal standards.

Visual language guidelines

The visual language guidelines explainwhat distinguishes our visual world.Imagery is divided into three levels.Each level has its own requirementsand intended use. All levels use adifferent, but structurally similarcomposition to create expanse,dynamism and visual tension.

Guidelines - Language

131121_DBS_Guidelines_VisualLanguage

Image level: campaign motifs and titlemotifs of business unit brochures

Product level: focus on industries andbusiness units

Editorial level: topics and contentrelated to everyday operations

Campaigns > DB Schenker > Guidelines - Visual Language

Deutsche Bahn AG · Marketing Communications & Media · Campaigns · Revision: Page 2

Visual language | image level

The motifs of the image level essentially serve as an advertisement for DBSchenker. The imagery uses campaign motifs to underscore the attributes of DBSchenker.

Impressive, expansive images with a dynamic composition. All motifs have a low-saturation basic color palette with unaltered contrast. This keeps the toneconsistent between shots.

The sky, landscape and modes of transportation are the primary components. DBSchenker modes of transportation blend into the landscape. The image level doesnot depict people or any other modes of transportation.

DB Schenker’s fields of work are conveyed through the composition of the imagemotifs: sky for air transport, land for truck and rail transport, and finally amplewater for ocean transport. The Earth’s curvature is shown to highlight the horizon.

Campaigns > DB Schenker > Guidelines - Visual Language

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Visual language | product level

Product level motifs depict DB Schenker'’s industries, products and services, andthus supplement the image level. The business units of DB Schenker becomeconcrete. Quality remains a top priority. Expanse and dynamics continue to play akey role in composition. However, visual tension is created using a wedge shapein the composition.

Campaigns > DB Schenker > Guidelines - Visual Language

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Visual language | editorial level

Motifs at the editorial level visually underscore company subjects and facilitatesympathy and understanding.

Two lines are used at the reportage editorial level. As in the other levels, line 1depicts the business units and services of DB Schenker. Line 2 depicts employees.Typical components of reportage editorial photos include situations, accessoryparts and employee portraits. In general, people may be depicted. Visual tensionis created in line 1 by juxtaposing small and large objects. In line 2, employeesare a “large component“ in the foreground in the form of an upper body shot. Thebackground depicts the daily operations of DB Schenker.

Campaigns > DB Schenker > Guidelines - Visual Language

Deutsche Bahn AG · Marketing Communications & Media · Campaigns · Revision: Page 5

published: December, 3, 2013