The rhythm of time.
Deutsche Bahn’s sonic logo with its distinctive rhythm is known throughout Germany. Now we’re carefully developing it further. Since 2012, we have been supporting Deutsche Bahn in the field of sound, developing numerous pieces of music, composing soundtracks for commercials or working on the UI sounds for the DB 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 transpose this into sound as well.
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.
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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 logo directly into sound. Based on the classic platform gong, the dynamic rhythm creates a distinctive sound logo that has been used consistently across all applications since its introduction.
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Deutsche Bahn’s sound logo is so distinctive that it remains instantly recognizable even when interpreted in different ways. Accordingly, its tempo, key, and instrumentation are flexibly adapted for different commercials—tailored to the specific musical context.
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Deutsche Bahn’s sonic DNA serves as the foundation for numerous brand soundtracks. A variety of moods and genres allow for a wide range of applications—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 these tones in digital interfaces to make functions and interactions audible.
With Alexa Skills, Amazon offers additional features that can be integrated into the personal assistant in much the same way as apps. For Deutsche Bahn’s own skill, we developed custom sound effects that make screenless interaction more intuitive for users.
On Deutsche Bahn’s phone portal, callers are greeted not only by the sound logo and brand music, but also by a specially cast duo of voice actors—Deutsche Bahn’s Brand Voices. The two guide callers through the customer dialogue, which we designed to be user-friendly and intuitive through an in-depth process. This allowed us to significantly reduce the average wait time for callers.
You can read more about this project from the service design team 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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