Spatial Design

ServicePoints

DHL ServicePoints around the world offer our customers services related to sending and receiving parcels. They are very special customer touchpoints. That’s why it’s important to ensure that the branding in our ServicePoints is highly prominent, professional and consistent. In this guide, you’ll learn about branding ServicePoint exteriors and interiors along with the available design elements for these spaces. DHL locker branding is explained in a separate section.

ServicePoints
  • Description
  • Exterior Signage
  • Directional and informational signs
  • Shop entrances and windows
  • Interior signage
  • DHL Lockers

Please note that this guide only applies to ServicePoints outside Germany and Austria. A separate guide for ServicePoints in Germany and Austria will be available soon.

Description

We refer to all locations that offer DHL services related to sending or receiving parcels as DHL ServicePoints. The name is used regardless of whether the location is operated by DHL itself or by a partner – or which business units provide the services locally.

Exterior Signage

Two elements play a central role in exterior signage: DHL single signs, which are mounted flat on a building’s  facade, and DHL cantilevered signs, which extend at a 90° angle into the street and are highly visible.

Both elements are preferably produced and installed as light boxes. The modules are manufactured with acrylic casing and illuminated from within. The entire logo including the Postyellow brand field must always be illuminated. This is because Postyellow is our most important brand color. And it ensures that the red DHL logo is always illuminated but never the sole focus.

If a simpler design without internal lighting is required, use external lighting to illuminate the sign’s elements. Make sure the entire sign is uniformly illuminated.

On outdoor signs, do not design the red DHL letters and laser lines as embossed or raised elements. This allows unsightly dirt and grime to gather on the yellow background from dust and rain.

 

DHL Single Signs

DHL single signs are identical to the standard DHL Logo on the Postyellow brand field. Use the following ratio to calculate the dimensions of the brand field:

  • W = Logo width = 4.53126 brand field height (H)

Please use this as the standard ratio for signs.

 

Size scale

We have four standard ServicePoint light box sizes:

Size

Width × height × depth (mm)

Width × height × depth (inch)

XS

1813 × 400 × 160 mm

71.4" × 15.7" × 6.3"

S

2266 × 500 × 170 mm

89.2" × 19.7" × 6.7"

M

2720 × 600 × 180 mm

107.0" × 23.6" × 7.1"

L

3400 × 750 × 180 mm

133.8" × 29.5" × 7.1"

The appropriate size depends on the available space. In certain circumstances, you may deviate from the four standard sizes listed here.

 

Special formats

It some cases it may be necessary to produce light boxes or flat signs that deviate from the standard sizes. Each sign should be clear and balanced and appropriate for the location. Often the size of the sign is dictated by the existing signage or available space at the DHL ServicePoint.

However, clear rules for positioning and displaying the DHL Logo help ensure that our signage remains consistent. Use the brand field as your basis. There are two possible situations: The space is either wider than the brand field or it is higher. Only place the logo once within this yellow area. Long facade band signs work well for branding on the front side of buildings. If possible, avoid tall signs with yellow area heights that are quite disproportionately high.

DHL Cantilevered Signs

Because cantilevered signs protrude perpendicularly from a building’s facade, they are clearly visible from the street.

The shape of cantilevered signs tapers towards the bottom. Therefore, the logo is placed in the upper part of the Postyellow area. This area must always be rectangular. Avoid round or oval formats. Four standard light box sizes are provided in the technical specifications. The dimensions include the wall mount (W x H x D):

Size

Width × height × depth (mm)
including wall mount

Width × height × depth (mm)
including wall mount

XS

380 × 205 × 85 mm

15.0" × 8.1" × 3.3"

S

540 × 290 × 130 mm

21.3" × 11.4" × 5.1"

M

760 × 410 × 168 mm

29.9" × 16.1" × 6.6"

L

980 × 530 × 216 mm

38.6" × 20.9" × 8.5"

Here the Postyellow area is higher than the brand field. The optimal width (W) to height (H) ratio is:

  • W = 2 H

Exceptions can be made for designs or formats that deviate from our standard cantilevered signs. In these cases, follow this simple logo placement rule:

Place the logo vertically centered and covering the entire width of the Postyellow area.

Directional and informational signs

It is unnecessary to add “ServicePoint” to directional and informational signs. A reference to DHL should suffice. This is particularly the case for third-party informational signs, such as in city or shopping centers. You must coordinate with and seek approval from the Group Brand Services Team in advance for all special layouts.

There is no need to add business units to directional signs because the DHL Brand universally stands for all services offered by all business units.

The word “ServicePoint” should only be used on directional signs if it is necessary to specifically identify it within large DHL buildings or campuses.

Use Delivery Bold in black. Feel free to add an arrow if necessary.

For wider landscape formats, align the left edge of the DHL logo with the center of the sign.

Shop entrances and windows

Shops usually display their business hours using a sticker on a door or window. The yellow window strip is designed for shop windows and is placed in the upper part of the glass. Window strips are simple but very affective branding elements. Therefore, we recommend using them in shop windows.

Do not place window strips on glass doors. Instead, use other options (see impact protection below) to prevent people from running against the glass surface. Decorate shop windows using the latest communications posters.

 

Opening hours signs

Produce opening hour signs in line with your country’s standard practice. Place the DHL logo in the header area and across the entire width of the sign. Please note the following spacing requirements:

Format the overview of your opening hours consistently in Delivery Bold. You have the option of listing the information in your local language only or in combination with another language, such as English. Use black font and mixed case.

Feel free to add telephone numbers or other necessary information here as well. If required you can place the times in the lower part of the sign on a white background, for example if a local partner would like to print out the information. An inlay can be used in this case.

 

Window strips

Window strips make for easy and effective shop window branding. These rectangular strips of prescribed adhesive film are produced in Postyellow and simply attached to the glass.

Each strip includes the DHL logo. The size of the logo is calculated based on the brand field. On wide windows, one logo on the right side will suffice.

 

Dimensions:

We recommend using a simple grid to determine the height of the yellow strips (here: “H”). Experience shows that a base height of 20 cm (8”) works well. However, 15 cm (6”) or 25 cm (10”) high strips can also be used as national standards.

On narrow windows, place the logo in the middle. If several narrow windows are next to each other, we recommend alternating windows to avoid redundancy.

 

Impact protection, placards and posters

To prevent people from walking into glass doors, use a simple pattern of round stickers made of adhesive film with a satin or silver finish. We recommend producing dots with a diameter D = 50 mm (2”) and adhering them at a height of approx. 1.40 m (55”) from the floor. 

Please note:
Do not under any circumstances use the DHL logo or parts thereof (e.g. the three laser lines) as safety stickers or to create a satin finish.

Placards and posters:
Use simple, thin, aluminum-colored poster frames in the standard formats to decorate your walls with the latest campaign posters. You may use illuminated, double-sided frames. Frames are also permitted in interior spaces.

 

Limited exterior signage

Branding options are sometimes limited, especially in partner shops. In some cases, exterior signage may only comprise a single sticker on the entrance door, possibly combined with a poster in the shop window.

The sizes and dimensions at your disposal vary from country to country. For the sake of simplicity, use the standard ratios shown below.

 

Simple sticker formats

Use the brand field to derive suitable formats for smaller stickers based on a simple height-to-width ratio. Center the logo vertically and make sure it covers the entire width of the sticker. Only center the logo horizontally in very wide, strip-shaped stickers that are proportionally wider than the brand field

Examples of suitable formats:

Ratio

Width x height (mm)

Height x width (inch)

3: 1

300 × 100 mm

12” × 4”

2: 1

400 × 200 mm

16” × 8”

3: 2

600 × 400 mm

24” × 16”

7: 1

700 × 100 mm

28” × 4”

 

Small informational signs at entrances

Other signs and formats may be created for DHL ServicePoints based on the basic DHL Brand layout guidelines. Sign graphics and text are formatted in black. DHL Red may not be used in any element.

You may design signs or stickers with rounded corners to prevent the corners from wearing out quickly, such as in two-sided “Open-Closed” signs.

If your signs or notices provide general information about the building, you do not need to add the DHL logo or a Postyellow background.

 

Images on windows and walls

Large-format images from the Brand Hub Media Library may be used on suitable shop windows or walls at DHL ServicePoints. Please observe the usage rights for each individual image.

Do not use motifs that include an additional DHL logo or copy text. When combining our logo with an image and text, please follow the guidelines in our Ads, Posters, Out-of-Home Design Guide. These layouts must be developed separately and approved in accordance with corporate design guidelines.

Feel free to spread the image over several windows, but make sure to account for the window grid and dimensions. As a rule, you may not cover all shop front windows. Customers must be able to see into the shop from the outside. Doors may also not be covered up. We recommend using a perforated adhesive film that is transparent from the inside out. This can also be used to provide a certain degree of shade.

Awnings

Awnings can be branded, although they don’t make very good branding elements. They are often exposed to nature’s elements and weather relatively quickly. For these reasons, we don’t recommend using them as branding elements. However, if a country wishes to design on-brand awnings, it’s important to ensure that the fabric is produced in the correct Postyellow color as specified. Do not produce awnings in DHL Red. Place the DHL logo on the awning’s valance.

 

Exterior walls

Exterior walls are generally ill-suited for painting in our Postyellow color. The materials that make up the building’s structure are rarely homogeneous and are often made of plastered masonry. Exterior walls also get dirty easily. Therefore, you should refrain from painting exterior walls in brand colors. Instead, we recommend painting in a neutral color (e.g. white or light grey) that blends in well with the surroundings.

Interior signage

The way and extent to which we brand the interior spaces of DHL ServicePoints depends on the type of shop.

In our own DHL ServicePoints, we have complete control over how we bring our brand to life and display information for our customers. In small partner shops, however, branding and customer information is often restricted to a minimum.

Large DHL ServicePoints should use wall colors and furnishings to promote the brand. DHL partners limit their branding to signs or stickers on the counter.

However, we have established the following universal functional elements:

  • Room branding with the DHL Brand Wall
  • Counter branding
  • Placement of customer information

 

Room branding

Depending on the available space, place the DHL logo in at least one central location in the room. The type and size of the logo depends on the shop type and the spatial conditions.

Make sure our branding is always impressive and of high quality. You may create special formats for our logo as long as they are designed according to our guidelines for logos in exterior signage. 

DHL Brand Wall.

DHL Single Sign.

If our DHL branding is placed with other brands or products in an environment atypical for DHL, customers must be able to easily see and recognize it.

Counter branding

Counters are the central piece of furnishing within DHL ServicePoints. They are not a branding element, but rather a purely functional element designed based on the on-site requirements. Only very rarely are counters developed and manufactured especially for DHL. In most cases they are purchased together with other furnishings. In small shops especially, the counters are typically already present and cannot be used exclusively as DHL counters.

The following rules apply to counter branding:

  • As a general rule, design counters in neutral colors. For special branding purposes, you may design them partially in Postyellow. Do not use DHL Red on furniture or as an accent.
  • Do not use brand colors or our logo on parts of the counter that are subject to heavy wear and tear. These include shelves, writing surfaces and baseboards, which should be in neutral colors.
  • Always display the DHL logo in original brand colors. Our color logo is always Postyellow and DHL Red. Do not use parts of the logo, such as the three laser lines, to decorate counters.
  • If you use the logo, be sure to choose a moderate size and position it in the upper part of the counter, e.g. on the front panel. Yellow bands work quite well for this purpose. Always place the logo on the right-hand side.

 

Placards and informational materials

Posters and other print material can have a huge impact on our brand image within a shop. As such, you should design, produce and use them with care. Don’t hesitate to contact the teams responsible for designing communications in your country or region for support.

Design your layouts based on the relevant guidelines and submit them to the Group Brand Services Team for approval. In addition to posters and stickers, price lists and general notices – such as the DHL Terms and Conditions – are subject to design guidelines and approval. It is also customary to appropriately showcase DHL’s packaging materials.

If desired, you may use additional or alternative large-format motifs from the Brand Hub Media Library to decorate walls. (See “Images on windows and walls”)

Painting interior spaces

We have greater influence on the interior design of our own shops. In these spaces, follow the guidelines for using colors found in our Interior Design Guide. One of the most important rules is that you may only use our brand colors and logo for branding elements and signs. Their use in decorative elements is expressly prohibited.

Exceptions can be made for Postyellow, which may be used as the main color for select furnishings as well as certain DHL equipment or objects. It is also possible to paint walls in Postyellow if done for the purpose of branding. Use DHL Red exclusively in our logo. Do not use it for interior design.

The brand colors and logo may not be used for the following objects or applications:

  • Yellow or red fabrics or seating furniture surfaces
  • Floor markings
  • Carpets and floors
  • Floormats or doormats
  • Lampshades or lights, unless they are illuminated poster or sign displays
  • Wastepaper baskets, umbrella stands and other objects not suited for branding

DHL Lockers

DHL Lockers are part of DHL’s range of services. They allow customers to pick up their parcels at any time that is convenient for them.

Various locker systems operated by DHL or our partners have established themselves around the world. Packstations are one example, which are found nationwide in Germany. In recent years, we have seen more and more SwipBox lockers in countries across Europe included in the DHL system. Worldwide we are also seeing similar developments in other companies, such as Blue Dart in India.

 

Colors and branding

If the locker is operated and used exclusively by DHL, the main color should be Postyellow. Silver and grey tones may be used as accent colors. Place the DHL logo on the front in the central areas and, if possible, also on the sides. Do not brand the back of the lockers.

For lockers only partially used by DHL and which have their own color scheme, place at least one DHL logo with the brand field.

Always design DHL branding based on the agreed specifications in your country or region. Use only the specified brand colors for the logo. Follow our co-branding guidelines if you need to co-brand the locker with other brands.

Using the front of the locker for advertising or communications is not expressly prohibited. However, these elements may not cover or impair the branding or the recognizability of our Brand. For all special formats, coordinate with and seek approval of the Group Brand Services Team in advance.