Deutsche Bahn: „Wir brauchen funktionierende Züge, kein weiteres Redesign“
Die Bahn feiert ihre Beschäftigten im neuen Markenauftritt als „Die Macher:innen“. Im Intranet kontern diese fast geschlossen mit beißender Kritik. Dann meldet sich der Konzern.
On Monday, August 25th at 8:48 AM, an interview with Jens-Oliver Voß, the head of Communication and Marketing at Deutsche Bahn, appeared on the company's internal website, DB Planet. Voß stated that "business as usual" was not an option, saying "We do not want to be the same as before. We want to be a railway that can be proud of."
The railway must once again provide its customers with the service they rightfully expect, Voß said. "Now we ensure that this expectation is noticed, felt, and even seen - with a new, fresh brand appearance that gives this change a face." A unified design would increase the recognizability of the brand, Voß explained, and "it dramatically reduces costs." His appeal to the workforce was clear: "The success of the new brand appearance depends on us all."
However, the first dissenting voice emerged less than two hours later. At 11:15 AM, a colleague posted that "this definitely does not reduce any costs, it only creates enormous costs and effort." They commented, "Doesn't it look like we have nothing else to do at DB but redesign our brand?"
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- German Rail: "We need functioning trains, no further redesign" handelsblatt.com
