The pressure on companies to be innovative is increasing on a daily basis. At the same time, product cycles are getting shorter. Classic strategy and innovation processes, which can last for up to several months or years, are often too slow to keep up with the competition and the constantly changing needs and demands of customers. This development is proving to be challenging for large companies and organizations in particular, which, due to complex structures, are losing the flexibility required to develop innovative concepts quickly and in an uncomplicated way, as well as to carry out their prototyping and testing.
The Deutsche Bahn “Lab”
In order to fulfill its own innovational aspirations, Deutsche Bahn AG is planning its own innovations lab (working title: “DB Lab”). The aim is for this lab to develop into a competence center and incubator for group-relevant, design-driven product and business innovations. Primarily, the lab’s role should be one of innovative inspiration, consultation and enabler for all the sectors of Deutsche Bahn that deal with the mobility of people (passenger transport). In order to receive many different, innovative and outstanding branding suggestions, Deutsche Bahn is appealing to you, the jovoto community.
Deutsche Bahn (German Rail)
Deutsche Bahn is a globally leading mobility and logistics company, with rail transport at its heart. Deutsche Bahn currently employs 300,000 people worldwide and in Germany alone transports over 5.5 million passengers daily and transports 929,000 tons of goods on the 33,400 km long rail network. Throughout Europe, the DB group transports almost 12 million people per day on railways and roads and transports over 488 million tons of freight worldwide over railways, roads, air and sea annually. As an integrated organization, Deutsche Bahn, with its worldwide transport network, pursues the goal of developing and promoting sustainable mobility and logistics chains.
The aim of the project is to develop outstanding branding for the “DB Lab”, which communicates the independence, creativity and expertise of such a visionary hotbed and incubator of innovation.
In the mid-term the brand should become a seal of quality that stands for innovation, progress and sustainability.