Last updated: March 2022Visual Identity GuidelinesVersion 2.1ContentsOur visual identityOverviewOur brand and purpose: #PositiveImpactLogo and identifierColourTypographyIllustrationPhotographyIconographyLogo MaskPresentationsPrint and StationeryVisual examples and helpBrand in action0204112032424959697376801 • DBWM VIS 2.1 • March 2022The role of our brand and visual identityOur visual identity provides a system for creating brand communications that are instantly recognisable as being from Deutsche Bank Wealth Management. Each element of the system is tailored to support our brand and personality.Deutsche Bank Wealth ManagementBut our visual identity is not a message in itself: it is a framework. It is the reality and relevance of your ideas that brings positive impact to life. Our advertising, marketing, stakeholder and internal communications build understanding and recognition of our brand in the minds of our audiences. Combining the various elements of our visual identity in the correct way will ensure that our communications look consistent. But to effectively communicate and reinforce our brand at every opportunity, we need more than visual consistency. We need consistency of attitude. We must focus on the positive impact we make, at each and every opportunity. That means thinking about our brand communications in a new way. We’re not just assisting a client with his next investment. We’re helping him make sure that his life’s work is passed on within the family.#PositiveImpactWatch the film and tell us what you think:shortcut.db.com/positiveimpact 2 • DBWM VIS 2.1 • March 2022Brand at a glanceLogo & IdentifierIllustrationIconsTypefacesColoursCIO InsightsAnnual Outlook 2020The end of monetary magic? Refine for robustness and sustainable incomePatternPhotographyTaglineDeutsche Bank DisplayDeutsche Bank TextDd DdDeutsche Bank Wealth Management3 • DBWM VIS 2.1 • March 2022Our purpose#PositiveImpactThis is why we’re here. This is what we do.We are here to enable economic growth and societal progress, by creating positive impact for our clients, our people, our investors and our communities.#PositiveImpactPositive impact is about what we help make happen for other people – it’s never just about what we get out of a relationship or a transaction. Our positive impact is often commercial. It’s often financial. But it is always human.The positive impact is reflected in all design elements. The close relationship with our clients and the impact that we have on the success of their plans is particularly apparent in the visual style.Country-specific communicationIf possible please use #PositiveImpact within the international market. If you cannot use the tagline because of wrong connotation or country-specific restrictions, express #PositiveImpact in the context of our communication.4 • DBWM VIS 2.1 • March 2022Our brand is at the heart of everything we do...
