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.
A summary of key points:
- Choose authentic images taken from real life.
- Focus on the key statement when structuring the image.
- Unusual perspectives, blur and contrasts make the images all the more exciting.
Image layout and perspective
Asymmetric image layouts and unusual perspectives make images exciting and dynamic, whilst unexpected angles fill them with life.
Focus and blur
An interplay of focus and blur can be used to direct the eyes and create a clear focus.
Light and contrast
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
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.
Our corporate design gives you a great deal of freedom: we have consciously refrained from precisely defining every special case. Instead, you can decide for yourself which solution is the best for Deutsche Bahn. If you have any questions about how to interpret the corporate design, it goes without saying that we will be pleased to provide further assistance.