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The pulse: born of digital interaction.

A red line on a white surface is often all it takes to ensure recognition of Deutsche Bahn as the signatory. We combine this image with the opportunities provided by digital surfaces to create a new element: the pulse expresses our personality and brings users and the brand together across all touchpoints.

Example applications

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A summary of key points: 

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  1. Our pulse is red or white.
  2. Its size and position are determined based on the logo.
  3. Ideally, the pulse should be animated.  

Areas of application  

The pulse plays a key role in communicating our identity in an emotionally charged and functional way, with its areas of application ranging from digital media to product design and architecture. It introduces, structures and communicates content – always in a way that is simple, appealing and consistent with the brand.  

Digital media 
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The pulse invigorates our digital appearance and interacts with users.  

Communication media
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In ATL communication media, the pulse and logo visually frame the message and structure our content.

Graphic design style 
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The pulse forms a design basis for icons, graphics and illustrations.  

Product design
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We incorporate the pulse into product design to set accents that are typical of the brand.  

Branded moments in the user interface

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The pulse reaches its full potential particularly in digital applications, emotionally charging the user journey. Because it can assume different states, illustrate human movement patterns and interact with users, the pulse can be used with precision in microbranding, either abstractly or figuratively depending on the context.  

Abstract presentation
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In abstract form, we use the pulse to present recurring images and states of interaction. The pulse’s animation behaviour is reminiscent of human movement patterns.  

Figurative presentation
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The pulse forms the basis for content icons, in which it becomes part of a figurative presentation.  

Colour variants 

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There needs to be sufficient contrast between the pulse and background. Use the red pulse if at all possible, though there’s also a white alternative. When using the white pulse, please ensure that the layout features other red elements such as a violator. The pulse and logo do not necessarily have to be the same colour.  

We use the pulse and logo together in most cases, which is why the size ratios and rounded surfaces are coordinated with each other. To simplify use to the highest degree possible, we have provided the pulse in the appropriate size ratio to the logo, which is available for download.  

Quantity

To communicate clarity and guide users, the pulse should always appear in a relevant context and never be used excessively: so only use it once in static media and, if possible, just once within any visible section of digital applications.

One exception is additional use in navigation elements. The pulse can also assume the role of an image in its figurative form.    

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Download

You can find the pulse in the appropriate size ratio to the logo in the download. We provide you with a variety of file variants depending on the purpose of the application.  

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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.