Layout System


We use a simple, universal “brick system” to define how we measure distances and proportions. This guide shows you how to use it and calculate the recommended “brick” (base unit) size for your print or digital media.

  • Essentials
  • Examples
  • Base unit
  • Base unit size generator


Designing DHL media can be as fun and easy as playing with building blocks. And like building blocks, each DHL design element can be pieced together in many different ways and adapted to the individual requirements of each layout and application. All you have to do is use the defined “brick” – our square base unit – and follow our basic principles and guidelines. The base unit makes it simple and easy to calculate distances and sizes, which makes building layouts more fun.

The same basic DHL design elements are the building blocks used across all media.


Base unit

One base unit for all
The base unit is the cornerstone of our brick system. It is essential in all layouts for calculating the size of each element as well as margins, padding, alignment, and distance to other elements.

Base unit size generator

Before you start to design your layout, refer to the size generator for the base unit size defined for your medium. In order to create consistency throughout all DHL media, please adhere to the sizes listed in the generator. However, the defined sizes may be adjusted if required.

Select Media Type and Format to calculate recommended Base Unit.
These are the recommended values.

Base Unit

Brick size icon


= Base Units
Logo image

A selection of formats and their defined base unit sizes.


Although the base unit sizes listed in the size generator are preferred, you may deviate from these sizes as required. Below are some examples.

Depending on the application, it may be useful to reduce the size of the base unit, especially when working with close-up and long-distance effects.