How do brands work on a day-to-day basis?

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Hilary Adams
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1 Contents Social Media at a glance Profile- and cover pictures represent the brand DB provides a wide range of information on social media. For demands on visual communications, that means a high degree of design freedom. The principles shown here display possibilities of presenting ourselves on platforms without straying from the DB line and ensuring brand recognition. Corporate design guidelines Design principles for profile pictures What do you need to know? Which templates do you need? Design principles for cover pictures Social media nomenclature Information on naming DB profiles on Facebook, Twitter and Youtube can be found here: How do brands work on a day-to-day basis? Page 1

2 Social Media at a glance Profile- and cover pictures represent the brand First impressions on social media are determined by images. That is why the combination of profile (1) and cover picture (2) has a key representative function. The right appearance is especially important here. Please note: Applications such as Facebook and Twitter regularly change their requirements. Therefore, please recheck your pages frequently. The principles for Facebook, Twitter, Youtube and Google+ can be applied to other platforms as well. Page 2

3 Corporate design guidelines Design principles for profile pictures Profile pictures identify the sender and establish a relationship to the brand. They are not brands themselves, but serve to display and differentiate individual divisions at DB. There are three display options for the profile picture: For reasons of uniformity, profile pictures with pictographs or supplementary text are produced only by the Corporate Design Team. Profile picture with photo and logo box: The photo can be associated with current topics or perhaps include a campaign motif. Since profile pictures are displayed very small, select a sufficiently striking motif. In this option the DB brand is placed as a logo box, to be located either at the lower left or right edge. Profile picture with supplementary text: As a alternative to pictographs, typographic abbreviations are another possible addition to the DB brand. Profile picture with pictograph: Profile pictures consisting of the DB brand and a pictograph have a serial character. Pictographs offer the advantage of displaying complex themes on the smallest space with a high recognition value. Find out more about the logo box here. What do you need to know? The profile picture always appears together with a post/update on the user's timeline and therefore is highly recognizable. In this environment the profile picture is substantially reduced. The miniaturization requires illustrations to be schematically recognizable. When designing the profile picture, therefore, always consider the miniature image as well. Page 3

For Facebook and Twitter a standard template of 400 x 400 pixels in a square basic form is recommended.

4 Which templates do you need? The most popular social media platforms Facebook, Twitter, Youtube and Google+ require a rectangular template. The platforms differ in the minimum- and maximum template size and depiction of the profile image. For Facebook and Twitter a standard template of 400 x 400 pixels in a square basic form is recommended. On Youtube (mobile) and Google+, profile pictures are cropped as circles in the display. Size and position of the sender brand as well as the icon and supplementary copy must be optimized for this (see special template). Please note: The same profile picture appears if the platforms Youtube and Google+ are used on a Google account. Profile picture examples Page 4

Design principles for cover pictures The cover picture offers a chance to give our appearance an emotional approach using expressive motifs. Large-format photos represent the group or product.

To ensure good readability or to prevent the photos effects from being reduced, the information can be placed on a separate color pane. Treatment of the headline is a characteristic trait of our look.

5 Design principles for cover pictures The cover picture offers a chance to give our appearance an emotional approach using expressive motifs. Large-format photos represent the group or product. You can also use more than one photo. Cover pictures can include text information. To ensure good readability or to prevent the photos effects from being reduced, the information can be placed on a separate color pane. Treatment of the headline is a characteristic trait of our look. A bold-fine contrast highlights individual words and stresses the core message. The headline uses dynamically offset copy lines and consists of two or three lines. When designing the cover picture the mobile version of the respective social media platform must also be taken into account. The following examples display the responsive behavior of cover pictures in the desktop and mobile versions. Facebook (mobile) scales and crops the cover picture at the left and right format edge. Ideally, information and the picture's statements should be in the center of the picture. Twitter (mobile) scales the motif to the display width. The image remains in its original proportions. Pictures should therefore be as striking as possible, so as to remain easily recognizable even in small formats. Page 5

Google+ (mobile) scales the motif to the display width. The picture remains in its proportions.

6 Youtube (mobile) scales and crops the cover picture on the left and right format edge. Information and image statements should therefore ideally be located at the center of the picture. Google+ (mobile) scales the motif to the display width. The picture remains in its proportions. Images should therefore be as striking as possible, so as to remain recognizable even in small display sizes. Contact Questions about this page? [1] published: Verweisliste [1] Questions about this page?: Page 6

Team Corporate Design, GNM 11 [1]

Team Corporate Design, GNM 11 [1] Contents At a glance: Design principles: DB corporate colors DB Type, DB icons and DB interaction elements Transparencies Text building blocks The character of movements is just as much an expression of