DSV-Gruppe

Make the Sparkasse strong together.

The DSV Group offers integrated solutions for the Sparkasse financial group. A comprehensive design system for the entire brand portfolio of the DSV Group was to be developed as part of the further development of the brand strategy. The goal was to combine the Group brand with its previously independent unit brands into a new market presence.

Flexible guidelines were developed based on the iconic Sparkasse logo to formally unite the overall market presence of the Group while leaving enough room for units to adjust their own design. An umbrella brand endorsement is used to identify the affiliation of the unit with the DSV Group.

The new Corporate Design was recognized with the iF Design Award 2022.

Services:
Logo Design, Branding Structure, Design Strategy, Design Implementation, Brand Guidelines

Make the Sparkasse strong together.

The strategic core brand of the DSV Group is the basis for the further development of the parent and unit brands into an integrated provider of solutions for the Sparkasse financial group.

Design System

Group and unit brands rely on simple principles of color, shapes and canvasses as design guidelines. They offer enough room for the design of special content for the unit brands while at the same time ensuring consistency in the overall Group presence.

HKS 13 in a colorful world

The logos of the DSV Group’s units are differentiated from one another with independent color coding. They all use the Sparkasse font and the well-known Sparkasse HKS 13 red.

Design the payments of tomorrow
S-Payment is the Sparkasse financial group’s payment competence center. The energetic color palette underlines its need to actively guide how people will pay in the future. Situational imagery inspires digital payment solutions and focuses on the consumer experience.

Convinced about the municipal future
S-Public Services is the competence center for the digitalization of government services for the Sparkasse financial group. Quality of life, securing the future and sustainable technology for providing public services are the central motives in the urban imagery and graphic language.

From the Group for the Group

S-Management Services is the central service provider for intelligent software solutions and customized services for the Sparkasse financial group. The blue color palette creates trust and reliability. The visuals use both wide-angle and close-up images to communicate the need to recognize the right context, both in detail and in general.

“To position itself optimally within the market demands of the future, the DSV Group has presented itself since the start of 2022 with a clear Group structure and a clear market presence. The cooperation with LIGALUX made it possible to reflect the restructuring in a modern, future-proof Brand Design. Each of our four units appear independent thanks to their own visuals. At the same time, the logos reflect the variety of our services as well as the strengths of the entire DSV Group. Our new Group-wide Employer Brand also relies on this Brand Design to increasingly be seen by candidates as an attractive and future-looking employer.”

Michael Gievert, Leiter Bereich Geschäftsführungsstab