Sometimes additional logos are needed to represent certain events, programs, etc. This guide explains where and how additional logos may be applied.
Dos and Don'ts
At DHL, we use logos to help communicate special programs, conferences, meetings, anniversaries, awards, activities and campaigns. Like all DHL media, they follow a clear and simple design and share the same basic elements – essentially an interplay of typography, simple symbols and forms in our brand colors.
Please note that you do not always have to communicate a topic with an own logo. Too many logos can reduce brand awareness in our markets and cause confusion among our customers. The CD framework offers plenty of other appealing solutions to communicate a topic emotionally, such as with a key visual, or images, illustrations and text.
Support and approval
New logos that are to be used externally or have a high strategic importance (e.g. Group initiatives) must be designed in coordination with Group Brand Marketing. Please contact Group Brand Services-Team (GBS-Team) early in the design process for support and guidance.
New logos intended for internal use can be designed according to the design guidelines below.
Before publication, all new logos must go through the mandatory approval process. Please send your draft to GBS-Team for approval.
GBS-Team is available at any time to support the design of new logos. They can help you create a professional logo file package and/or provide advice on the design itself.
Group Brand Services-Team
Always place the additional logo within the type area and in combination with the DHL logo.
A visual relationship
Arrange the additional logo based on the position of the DHL logo. Place it within the type area and at a clear distance from the DHL logo.
Consider inserting the additional logo below the copy text, aligning it with the left edge of the copy text column. The minimum distance to the copy text is two blank lines.
Feel free to use any font style within our tailormade “Delivery” typeface in both upper or mixed case. If your logo includes a symbol, we recommend a two-dimensional, solid, and flat style with simple, comprehensible shapes. Use DHL Red only or DHL Red in combination with Postyellow, black, white, and gray tones. Use color gradations and simple color gradients as options.