Exterior Signage

The Basics

Our buildings are highly visual touch points in DHL’s brand world. That’s why we want to ensure our branding is as prominent, professional and consistent as possible. This guide explains the basics of building branding, including how to use the DHL Logo as the starting point for all sign elements and how to apply the base unit.

The Basics
  • Examples
  • Essentials
  • Applying the base unit
  • Consistent designs and special formats



The appearance of each and every one of our buildings has an impact on how our customers, suppliers and employees see DHL. That’s why our Brand needs to be easily recognizable from both near and far.

When designing signage for any DHL building, follow these basic principles:

1. Make sure the branding is as prominent as possible. 

2. Make sure the signage is high quality and visible.

Here it’s essential that the most important DHL elements are easily recognizable: Our red DHL logo on a Postyellow background, the use of our brand colors (Postyellow and DHL Red), as well as our typography. Signage should be designed and positioned first and foremost to provide orientation.

The foundation for all exterior signs is the DHL Logo on the Postyellow brand field. You’ll find details regarding the construction of the signage elements in the related technical specifications.

In contrast to other media, the gradient is not used in signage.

The requirements for producing and positioning external signage provided here on the Brand Hub are universal and apply to all buildings. They are intended to put you in the best position to follow the basic principles listed above. To help plan and produce the best possible building branding, be sure to check out our Branding Process Guide.

Applying the base unit

The base unit is the cornerstone for calculating the size of each element in all DHL signs. For instance, it allows you to determine margins, padding, alignment and distance to other elements, such as the DHL Logo and text on pylons, display signs and more.

The base unit size is tied directly to the size of the logo and is therefore easy to calculate: It is equal to the three laser lines in the DHL Logo. (0.0473 × the logo width W.)

Within the brand field, the following ratios apply:

  • H = Total height of DHL Logo including brand field

  • W = Logo width = 4.53126 H

  • A = Height of the red letters = 0.14141 W 

  • B = Vertical distance from the red letters in the logo to the edge of the brand field = 0.03964 W 

The base unit is used to calculate the uppercase height of the text. Use a multiple of the base unit to calculate the size of larger or smaller text. Use Delivery Bold for all signage elements.

Consistent designs and special formats

In some cases, it might be necessary to use disproportionate ratios for light boxes or wall signs because the physical space available on site requires it. Some simple rules will help you position the DHL logo while ensuring a fundamentally consistent look and feel across all signs. Always use the brand field and the original ratio as a basis.

For special formats, apply the following: The space is either wider or higher than the brand field. Place the logo only once within each Postyellow area. Postyellow areas that are proportionally much higher should only be used in signs as exception. DHL band signs are designed for long facade bands.