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Our brand principles
Our brand principles provide a snapshot of our brand approach and define the non-negotiable cornerstones of how we look, feel and write. Our approach is based on three key pillars: simplicity, clarity, consistency and as such our brand principles are compulsory for anyone engaging with the Deutsche Bank brand.
An overview of our brand elements
For a more detailed breakdown of these principles, please see our brand guidelines.
Our roots run deep.
For over 150 years, we’ve weathered many storms, seen unprecedented change, and experienced our own challenges along the way.
But one thing has never changed: our dedication to our clients.
And it is the depth of our dedication that truly sets us apart. A depth that is matched in everything we do to help clients get ahead.
Our deep understanding, insights and expertise help our clients navigate an increasingly complex world. Supporting the way they do business. Connecting them to opportunities they didn’t know existed. And offering new perspectives to solve the challenges of tomorrow.
But ultimately, throughout everything, runs our long-lasting commitment. Because it is with deep dedication that we expand our clients’ opportunities.
With deep dedication.
Deutsche Bank.
Logo
Growth & stability
Our logo represents our dedication to growth and opportunity in a stable environment. Unchanged for 50 years, it has become synonymous with Deutsche Bank and is the purest visual embodiment of who we are. Its influence can be seen in many of our brand elements, from our typeface to campaign layouts.
Displayed in Deutsche Bank Deep Blue and white
- Our logo is used across the bank and is never altered.
- It is primarily presented in Deutsche Bank Deep Blue but can be used in white on darker backgrounds.
- An exception to this rule is during Pride season, when we can use our designated Pride logo on items with a short shelf-life, such as social media, adverts and event materials.
- It is only shown in sizes larger than 14mm or 20px.
Given space
- Our logo should always be legible and therefore is never placed on busy backgrounds.
- Our logo must always retain a clear space around its outer edges.
Combined correctly
- In some instances, we combine our logo with our wordmark.
- Our wordmark can also be paired with business identifiers such as ‘Wealth Management’ or ‘Investment Bank’ where suitable. However, the logo must always be present within the application.
Claim
Our brand promise
Our claim is comprised of three simple words. They are words that express our long-term commitment to our clients, our deep expertise and more than 150 years of experience.
As such, the claim reflects the DNA of Deutsche Bank.
Used with Intention
- Our claim should be used rather sparingly and with intention. Therefore, integrate it to convey and reinforce our promise only if appropriate.
- The handwritten version of our claim serves as our brand signature.
Message and format guide the claim
- The handwritten brand signature is used in brand communication and should be treated as a key visual. It must be given sufficient space to make an impact.
- In all other communication, the typed version of the claim is used.
- In promotional advertising — for example, when an interest rate is the hero — the claim is not used at all.
One global claim
- The claim is to be used in English, globally, with two exceptions: In Germany and Thailand, a translation of the claim as a typed version can be used if more appropriate for the target audience.
- The brand signature, the handwritten claim, only exists in English.
Colour
The colour of consistency
Deutsche Bank Deep Blue is our lead colour. It unifies our brand and appears across all touchpoints. It represents trust and innovation, balancing reassurance with the courage to grasp new opportunities. Our wider palette captures the full spectrum and nuance of blue, reflecting the horizon and boundless depth of our expertise.
Lead with Deutsche Bank Deep Blue
- Deutsche Bank Deep Blue is the lead colour in all our communications.
- It should be used for backgrounds, illustrations and typography where possible.
Support with a full spectrum of blue
- Whilst Deutsche Bank Deep Blue leads our communications, it is supported by our defined palette of shades of blues.
- These can be used across typography and backgrounds to indicate focal points and hierarchy.
- We always ensure contrast when applying colours.
Apply vibrant accents sparingly
- Our vibrant set of accent colours are used to bring important data and details to attention.
- These are applied sparingly across tables, graphs and charts.
Expanding Box
Expanding opportunities
Our expanding box derives from our logo. It symbolises stability, simplicity and is a visual representation of the multitude of ways in which we expand our customers opportunities. It is used as a consistent signifier within our brand and is used extensively across a multitude of communications.
Displayed in Deutsche Bank Deep Blue
- Our expanding box is always displayed in Deutsche Bank Deep Blue.
- We can add depth to the expanding box by adding a gradient from Deutsche Bank Deep Blue to Deutsche Bank Dark Blue.
- The expanding box should never be used in any other colour than blue.
Used flexibly
- Our expanding box can be used to add depth to a layout, and contain key messaging, such as in advertising.
- In advertising layouts, our expanding box is always used with a transparency, overlayed on top of imagery.
- In some contexts, such as in advertising layouts, we can lock up the Deutsche Bank logo to the corner of the expanding box.
Bold and simple
- Like our logo, our expanding box is simple and iconic.
- The expanding box should never be rotated and should only ever be represented as a straight-edged shape.
Typeface
Crafted for clarity
Our bespoke Deutsche Bank typeface, carries our trustworthy brand voice. Its meticulously crafted letterforms are influenced by our logo and radiate clarity throughout an extended range of weights. The Deutsche Bank typeface reflects our commitment to simplicity and connecting with every client, whatever their goals.
One typeface
- The Deutsche Bank typeface is available in five weights in both Regular and Italic.
- For clear hierarchy we use Bold for headlines and Regular for body copy.
Used for every touchpoint
- Our typeface is used in Powerpoint presentations, websites, ads and all other internal and external communications.
- Alternate fonts for specific markets and languages are available as required.
Displayed with simplicity
- The Deutsche Bank typeface should be used with a “less is more” approach, emphasising its various weights and sizes effectively.
- Always aim for clarity and simplicity, our layouts never overpower our content or message.
- Our range of weights adjust our tone and give hierarchy to information.
Imagery
Deeply focussed
Our imagery is a reflection of Deutsche Bank: client-centric and optimistic. We incorporate elements of blue into our imagery as a subtle reference to our brand, finding moments of emotion, opportunity and achievement.
Natural moments
We ensure moments feel authentic and connect emotionally with our audience, utilising a reportage style that captures:
- Genuine emotion
- Honest expressions
- Candid moments
Sense of depth
The composition of our imagery reflects the commitment and clarity we provide which is achieved through:
- A clear point of focus
- Layered scenes
- Strong use of ‘depth of field’
Tonal variation
We convey a sense of optimism through a use of vibrant colour seen in imagery with:
- Natural warmth
- Natural lighting
- Higher saturation
Tone of voice
One voice, that adapts to all
Our voice enables us to connect with families, businesses, ultra-high-net-worth clients, and each other — across all kinds of touchpoints. It radiates a trustworthy competence in everything we say and do and helps us reflect the deep dedication we have for everyone we speak to.
Make people feel comfortable
- Read your writing out loud — it should sound natural, not like an essay or a legal disclaimer.
- Use simple, everyday language, e.g. contractions like ‘don’t’ instead of ‘do not’ and avoid overly technical terms or abbreviations.
Make people feel confident
- Get to the point quickly, but not abruptly.
- Balance expertise with emotional awareness — showing how financial or business decisions impact people.
Make people feel interested
- Show our passion, without going over the top (e.g. with too many exclamation marks!).