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Modules

Our visual imagery: at the heart of it all.

Our photography inspires a wide target group of people, from young to old: family, private and business travellers as well as partners in logistics, mobility and innovation. We communicate with end customers – as well as organisations and institutions in the B2B environment. In each of these cases, we present real moments with our images that surprise and touch the audience. We tell stories that demonstrate the motivation behind the travel and communicate movement.   

Modules

A summary of key points:

  1. Choose authentic images taken from real life.
  2. Focus on the key statement when structuring the image.
  3. Unusual perspectives, blur and contrasts make the images all the more exciting.  

Image layout and perspective  

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Asymmetric image layouts and unusual perspectives make images exciting and dynamic, whilst unexpected angles fill them with life.  

Focus and blur

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An interplay of focus and blur can be used to direct the eyes and create a clear focus. 

Light and contrast 

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Our visual imagery is always authentic, which is why we work with natural sources of light. Sensible incidences of light such as the sun’s rays radiate warmth and accessibility. Increased brightness contrasts and targeted use of light and shadow create excitement and dynamism.  

Colour and saturation 

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We use slightly desaturated images, but always ensure they never appear void of colour. Increased – but not excessive – colour accents can be used as a design tool to support the mood.  

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Any questions?

Our corporate design allows you plenty of freedom: we made a conscious decision to refrain from precisely defining each and every special case. Instead, you yourself can decide which solution is the best for the Deutsche Bahn brand. Should you have any questions regarding use, we’ll be happy to assist you.