Deutsche Bahn is perhaps
better suited than any other organisation to personify the wide-reaching
significance of brand marketing in corporate and daily culture in Germany.
This book contains a collection of essays on the various aspects of the
Deutsche Bahn brand, ranging from design, to the architecture of its stations,
marketing, advertising, service and – representing the broad field
of emotional attachments to rail travel – an insight into the world
of model railways. These texts are enhanced by numerous photographs, which
not only help revoke images of long-forgotten carriage and station interiors
but also revive the exteriors of some of the most outstanding examples of
railway architecture as well as the major milestones in fifty years of advertising
of Deutsche Bahn. Together, they present an outstanding impression of the
special character and multi-faceted nature of the brand »Deutsche
Bahn «.
CONTENT
Kurt Weidemann
Farewell to a coat of arms. Redesigning the Deutsche Bahn logo.
Michael Schirner
Everyone talks about the weather. Advertising Deutsche Bahn.
Knuth Hornbogen
Ulm-Japan Vibrations. Alexander Neumeister on the ICE design.
Dirk Meyhöfer
Arrival. The railway station as a key element.
Hiltrud Ebert
Prescribed Stagnation. East Germany and the Deutsche Reichsbahn.
Bodo-Michael Baumunk
The word in miniature. Modelrailways past and present.
Erik Spiekermann
As you portray yourself, so you will be perceived.
The Corporate Design of the Deutsche Bahn.
