You may need to create additional logos for events, programs, anniversaries, etc. This guide explains the design elements that make up additional logos and shows many examples of how additional logos are used.
Dos and Don’ts
At DHL, we use logos to help communicate special programs, conferences, meetings, anniversaries, awards, activities and campaigns. Like all DHL media, they follow a clear and simple design and share the same basic elements – essentially an interplay of typography, simple symbols and forms in our brand colors.
Please note that you do not always have to communicate a topic with an own logo. Too many logos can reduce brand awareness in our markets and cause confusion among our customers. The CD framework offers plenty of other appealing solutions to communicate a topic emotionally, such as with a key visual, or images, illustrations and text.
Support and approval
New logos that are to be used externally or have a high strategic importance (e.g. Group Initiatives) must be designed in coordination with Group Brand Marketing. Please contact the Group Brand Services Team (GBS Team) early in the design process for support and guidance.
New logos intended for internal use can be designed according to the design guidelines below.
Before publication, all new logos must go through the mandatory approval process.
Send your draft to the GBS Team for approval. The GBS Team will review and approve the draft as well as create the final artwork and a professional logo file package. The GBS Team is available at any time to answer questions and support the design of new logos.
Group Brand Services Team
Phone: +49 228 182-10444
Feel free to use any font style within our tailormade “Delivery” typeface in both upper or mixed case. Make sure the overall composition is as compact as possible. This helps prevent potential problems when positioning it in your layout.
Use only DHL Red or DHL Red combined with Postyellow, black, white and grey tones. Avoid monochrome Postyellow symbols. They do not work well in layouts because they are hard to see on the full-form gradient and Postyellow backgrounds. If your logo includes a symbol, we recommend a two-dimensional, monochrome style with simple, comprehensible shapes. As an option, you may use two colors or shades and simple color gradients from red to black or black to grey. Please avoid gradients from red to white or transparent to prevent creating the color pink.
Always place the additional logo within the type area and in combination with the DHL logo.
A visual relationship
Arrange the additional logo based on the position of the DHL logo. Place it within the type area and at a clear distance from the DHL logo.
If the additional logo is less compact than the DHL logo, individual elements may extend outside the type area. Make sure the logos are balanced visually. What’s important is that the visual relationship between the additional logo and the DHL logo is harmonious and visually aligned along the same axis.
Consider inserting the additional logo below the copy text, aligning it with the left edge of the copy text column. The minimum distance to the copy text is two blank lines.