In the rhythm of time.
The sound logo with its distinctive rhythm is now known throughout Germany. Now we are carefully developing it further. Since 2012, we have been supporting Deutsche Bahn in the area of sound, have developed numerous pieces of music, set commercials to music and worked on the sound design for the Alexa Skill.
The Deutsche Bahn brand has evolved in recent years: it has become more human, more likeable and more ecological. This has been evident for some time in its appearance and marketing communications. Now it was time to follow suit in sound.
Whether in regional, long-distance or freight transport – the rhythm of Deutsche Bahn shapes our economy, working world and everyday life. We have taken up this rhythm in the audio branding and translated it into an independent, easily recognisable sound that can be found in all acoustic applications.
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The central acoustic brand element is the sound logo. A tone sequence consisting of the notes "D" and "B" translates the figurative mark directly into sound. Originally the tone sequence of the classic platform gong, the dynamic rhythm creates a concise sound logo that can be heard in all applications since its release.
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The Deutsche Bahn sound logo is so distinctive that it remains recognizable even when interpreted by completely different instruments. Deutsche Bahn takes advantage of this and likes to vary the tempo, key and instrumentation of the sound sequence for different commercials at will in order to adapt it to the respective genre of the spot music.
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The rhythm and tone sequence of Deutsche Bahn also form the basis for numerous pieces of brand music. The pieces differ in mood and genre and thus offer a wide range for the most diverse productions – from functional to emotional.
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D and B - two tones are enough to identify Deutsche Bahn as the sender. We also use DB's tones in digital interfaces to make functions and interactions audible.
With Alexa Skills, Amazon offers additional functions that are integrated into the personal assistant in a similar way to apps. For Deutsche Bahn's own skill, we have developed suitable interaction sounds that make the voice-user-interface more intuitive for users.
In the Deutsche Bahn telephone portal, callers are not only greeted by a sound logo and brand music, but also by a specially cast voiceover duo - the Deutsche Bahn Brand Voices. The two of them guide users through the new customer dialog, which we have made more user-friendly and intuitive in an in-depth process. This enabled us to significantly reduce the average waiting time for callers.
You can read more about this project from the service design colleagues at why does robin.
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"We have not lost any of our power and dynamism within the Group, but we now want to focus more on our customers in terms of sound. The team at why do birds has implemented this perfectly in terms of sound, without losing sight of our brand strategy.
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