Deutsche Bahn Brand Identity

Deutsche Bahn, Germany's national rail brand, is expected to stabilize operations, upgrade its infrastructure, improve quality and reliability, and show credible progress. Its 2026 brand evolution, by STRICHPUNKT DESIGN with the agency of Unicorns & Lions shaping the brand personality, makes employees and the others who keep rail travel running the face of that change. Continuous improvement ties the story together, turning a broad corporate transformation into visible, everyday steps forward.