During my time at Peter Schmidt Group, we were given the exciting challenge of bringing Deutsche Bahn’s new brand element, the Pulse, to life. Through fluid movement, it can now express emotions, react to situations, and convey information while maintaining its iconic shape. This makes the Pulse a friendly travel companion across all touchpoints, guiding passengers, highlighting connections, and representing the brand in an engaging way. By adding interactivity and personality, Deutsche Bahn strengthens its emotional connection with customers.

The Pulse is deeply rooted in Deutsche Bahn’s brand identity. Its shape is directly derived from the logo and has always been present—as the red stripe on the iconic white trains. But the Pulse is more than just a design element. It serves multiple functions throughout the entire user journey. As part of the layout, it structures content. As an icon, it tells emotional stories about travel. And as an avatar, it actively interacts with users.