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
  • Downloads


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.



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.


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 image
= Base Units

Dos and Don’ts


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.


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.


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


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

DHL Logo
422.94 KB
DHL Logo with Claim
1.32 MB
DHL Logo with Claim CHN
1.17 MB
DHL Logo with Claim FRA
630.36 KB