Setup

Naming and Designing New Accounts

It’s crucial to maintain a consistent brand identity on social media. Consistency on social media starts with creating a familiar look across our social media channels. In this guide, you’ll find our naming conventions and tips to ensure your profile picture is on-brand.

Naming and Designing New Accounts
  • The basics
  • Naming your account
  • Designing profile pictures for your account
  • Get Support

The basics

Nowadays, we are active on so many social media platforms that it’s a challenge to maintain consistent brand identity across all of them. This guide will ensure you start on the right foot with an on-brand name and profile image. 

IMPORTANT: Before creating a new social media account, please read “Getting started: Determining your needs” in the Channels guide.

Naming your account

DHL naming conventions generally require the brand name and the country. However, there are exceptions depending on the account’s purpose. Find more details below. 

We only allow company pages for each Business Unit on some social media networks, such as LinkedIn. Therefore, please do not create country pages on LinkedIn and similar platforms.

Country accounts

Use only our brand name and your country name for country accounts.

Examples:

  • DHLNetherlands
  • DHLKuwait
  • DHLUSA

Business Unit accounts

For Business Unit accounts, add your BU between our brand name and your country name. 

Note: Some platforms like Twitter limit the number of characters in the name, which may force you to shorten your account name. Try to use an easily understandable abbreviation (e.g., “DHLExpressSW” for “DHLExpressSweden”).

Examples:

  • full length: DHLExpressSweden
  • shortened: DHLExpressSW

Campaign/Topic accounts

The naming convention for accounts created for specific campaigns, initiatives, or other topics is similar to Business Unit accounts. Simply add the topic between our brand name and your country name. 

Note: Some platforms like Twitter limit the number of characters in the name, which may force you to shorten your account name. Try to use an easily understandable abbreviation (e.g., “DHLManUtd” for “DHLManchesterUnited”).

Examples:

  • DHLManUtd
  • DHLRugbyUK

Product/Service accounts

The naming convention for product accounts is similar to Business Unit accounts. Simply add the product/service name between our brand name and your country name. 

Note: Some platforms like Twitter limit the number of characters in the name, which may force you to shorten your account name. Try to use an abbreviation that is easily understandable (e.g., “DHLSameDayUSA” for “DHLSameDayUnitedStates”).

Examples:

DHLSameDayUSA

DHLItNowUK

Files used on social media

The same naming convention applies to files (e.g., images, videos, pdfs, etc.) used on social media. Separate the individual words with a hyphen, not a space.

Examples:

  • DHL-Express-US-Invitation.jpg
  • DHL-Globalforwarding-Italy-Poster.jpg

Designing profile pictures for your account

Always use the DHL logo as your profile picture. Do not add text, graphics, country flags, etc., to the logo. You can communicate your Business Unit and/or country in your account name (see “Naming your account” above). For collaborations that have a co-branding logo, use the official campaign/partnership logo.

Exceptions can be made for campaigns and initiatives. For example, you may use the campaign’s key visual as the account’s profile picture. However, make sure it works as a thumbnail. Avoid small text and crowding.

Get Support

If you need help identifying choosing your channels, please reach out to the global marketing team in your BU or write to Digital Communications Team at Corporate Communications, Sustainability and Brand.