Design Basics

Logo and Claim

Our red DHL logo on Postyellow is simple, strong, and widely recognized around the world. Our claim “Excellence. Simply delivered.” is also a powerful and easy-to-understand statement that communicates our Customer Promise. This guide introduces you to the different versions of the DHL logo, helps you calculate the recommended logo size for your needs, provides advice about placement and more. Scroll to the very end to download the logo files.

Logo and Claim
  • Essentials
  • Examples
  • Versions
  • Usage
  • Logo size generator
  • Dos and Don’ts
  • Placement
  • Logo with Claim
  • Responsive Logo
  • Downloads

Essentials

Our logo and claim strengthen our global position, uniting us as the leading brand in the global express and logistics market. In order to consistently show the world that we are one brand and one team, we need to ensure our one logo and one claim are used consistently around the world.

Within almost all our media, the DHL logo is placed on a Postyellow surface. When used in the Gradient Module within layouts, it is combined with the Postyellow gradient. The DHL logo may be used in communications with or without the claim, but for global brand communication, we prefer that the logo is used in combination with the claim.

In order to make sure that our Brand is highly visible and recognizable in tiny digital touchpoints, such as smart watches, a responsive DHL logo is available.

Examples

Versions

Logo without background
Logo for use on a Postyellow surface within our layouts.

Logo on brand field
Logo for use on a white surface or in foreign media. Use it on stationery, letterhead, business cards, lockers, DHL ServicePoints, and partner media (sponsorships, co-branding).

 

 

Black logo
Logo for use where only black is available, such as fax sheets or monochrome packaging.

Usage

Buffer zone
To ensure that our logo retains its legibility and integrity, always maintain a buffer zone of at least one base unit between the logo and all other design elements. (One base unit typically equals 1/7th of the logo width.) In DHL layouts, the buffer zone is at least two base units.

 

Minimum size
Our logo is strong enough to be visible and legible even when it is small, but do not reduce the size below a width of 84 px or 20 mm.

Logo size generator

The standard logo size depends on the size of the base unit. Use the form to calculate the base unit. Generally speaking, we recommend a logo width equal to seven base units. To ensure consistency throughout all media, please use the size generated by the calculator. However, you may adjust the width as needed.

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

Base Unit

Brick size icon

Logo-Size

Logo image
= Base Units

Dos and Don’ts

Placement

In print and digital layouts

The DHL logo is usually placed in one corner of the Gradient Module. There should be an obvious visual relationship between the logo and the images and/or text, for example by aligning them along the same vertical axis.

On other objects

Logo with Claim

“Excellence. Simply delivered.” is our claim and the DNA of our brand. It expresses the heart of our Customer Promise around the globe. We recommend and prefer using the logo with claim for communications related to our brand image and all brand-building media.

Versions

The logo with claim comes in two versions: 

  1. Claim below the logo
  2. Claim to the left of the logo

DHL logo with claim below.

DHL logo with claim on the left.

Placement

The logo with claim is formally placed in the same way as the logo without claim. However, the elements of the Gradient Module and the protection zone are adapted to the different proportions.

Dos and Don'ts

Responsive Logo

Our responsive logo makes it possible to showcase our Brand in small places. It may only be used in digital media where space is limited:

  1. If it’s not technically possible to display our standard logo with a width of at least 84 pixels.

  2. If our standard logo is too small to be clearly seen or recognized because of its width.

Here are some specific application examples:

  • Square or round app icons

  • Square or round social media profile pictures

  • Favicon (special design file available under Downloads)

  • Mobile websites and apps

  • Mobile online advertising banners

 

Versions

Responsive logo without background

Logo for use on a Postyellow surface within our layouts or within profile pictures.

Responsive logo on brand field

Logo for use on foreign media (sponsorships, co-branding).

 

Usage

Buffer zone

Always maintain a buffer zone of at least ⅙ the width (equals ½ the height). It may bleed off the edge on the left and right, e.g. in an app icon.

Minimum size

The logo may be displayed very small, however it should never be reduced to less than 32 pixels.

 

Placement

In app icons, social media icons or Favicon, the responsive logo is centered vertically and horizontally.

In DHL applications, we prefer using the standard logo in the recommended width of seven base units. The responsive logo should only be used as an exception inside an application, such as in an app’s header or in a mobile online advertising banner. In that case, the responsive logo width should be three base units.

 

Dos and Don’ts

Downloads

If you download any document, you accept our Terms and Conditions.

DHL Logo
ZIP
422.94 KB
DHL Logo with Claim
ZIP
1.32 MB
DHL Responsive logo
ZIP
143.98 KB
DHL Favicon with responsive logo for websites
ZIP
6.63 KB
DHL Logo with Claim CHN
ZIP
1.17 MB
DHL Logo with Claim FRA
ZIP
630.36 KB