DB Schenker launches new brand design

June 9, 2020: DB Schenker launched its new brand identity with a focus on new designs, colours that modernizes the outlook of the brand and a new corporate layout.

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 colour palette, as it shifts to Teal from Blue, which is a fresh and modern shade. Introducing this new type of signature colour 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,” says the release.

Jochen Thewes, CEO, DB Schenker said, “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.”