There's a company in Germany that literally everyone knows – Deutsche Bahn. Most people come to know the train company as children, and its visual codes are subconsciously anchored in their minds. For many Germans, the logo, typeface and "white train with the red stripe" have been well established brand codes for decades. From a brand perspective, this recognizability is an invaluable asset – but it becomes a challenge when the brand decides it wants to change. As the company's lead agency for brand and design, Peter Schmidt Group rose to the challenge. "The initial briefing was quite striking," recalls creative director Felix Damerius. "It was about changing the image of Deutsche Bahn, transforming it from an annoying mother-in-law into a trusted friend who is not entirely free of faults but is still always there for you when you need them." At the same time, the company's briefing included instructions to change as little as possible!

The agency's solution was twofold. First, a radical simplification of the existing design: Elements like an arrow that was created during the era of print media were considered static and technical, and thrown overboard. The use of typography became more distinctive, and the imagery was given more emotional appeal. And secondly, the creative team developed a new element called the Pulse. It's a simple red line, derived from the familiar logo. And it perfectly matches the look of the trains.

Many of Deutsche Bahn's customers have already noticed the Pulse as an element in the company's communication campaigns. But it unleashes its full potential in digital interaction such as micromoments and user interfaces – precisely those touchpoints that are becoming more and more important in the age of digitally networked mobility. It also makes a striking impression in very small applications, and it is so versatile that it can enter into a dialog with users, respond to customers' feelings, or simply direct travelers to their next train connection. Because it can be used as an icon, as part of an illustration, or even in architectural applications, it gives Deutsche Bahn many new possibilities for individualized communication. It can structure content, tell a story, become a trusted companion. As such it conveys the very same values Deutsche Bahn wants to be known for in the future.