Co- and Additional Branding

Business Units

DHL is made up of six specialized Business Units. In this guide, you will learn how best to integrate them into your layouts.

Business Units
  • Essentials
  • Examples
  • Usage
  • With or without claim
  • Placement
  • Dos and Don'ts


The DHL family contains six specialized Business Units, each providing a variety of products and logistics solutions for domestic and international markets:

  • DHL Parcel Germany
  • DHL Express
  • DHL Global Forwarding
  • DHL Freight
  • DHL Supply Chain
  • DHL eCommerce Solutions



Business Units can appear in all relevant print and online media, such as advertisements, posters, out-of-home (OOH) media, brochures, fact sheets, direct marketing, and press kits as well as at trade shows and other events. We also communicate our Business Units on packaging, stationery, and presentation templates. Communicating the Business Unit is neither required nor always necessary.

Please note: The business units do not appear in television advertising, vehicle branding or signage. Use the DHL logo in these media instead.

With or without claim

There are many ways to communicate and format the Business Unit with or without claim and/or the DHL logo with or without claim. Our claim should only appear once in a layout.

With claim

If you use the Business Unit with claim as a boilerplate use the DHL logo without claim.

Without claim

If you use the Business Unit without the claim, you can use the DHL logo with or without claim.

In headlines

If you use the Business Unit in the headline, topline or subline, use the defined headline or top/subline text style and do not add the claim.


Always place the Business Unit within the the type area and in combination with the DHL logo. 

As a boilerplate below the copy text

Place the Business Unit below the copy text as a boilerplate with a minimum distance of two blank lines. Format it in Delivery Bold, mixed case, and preferably in the same font color as the main headline, especially in print media. Align the business unit with the copy text and adjust the font size and line spacing accordingly.

In a visual relationship to the logo

Place the Business Unit in any corner of the canvas, preferably the farthest corner from the DHL logo. This always keeps the primary focus on the DHL logo.

Next to the logo

The Business Unit can appear in any corner of the Gradient Module and should be aligned horizontally or vertically with the logo. If the gradient module is crowded, such as in website headers or online banners, the Business Unit can exceptionally be placed next to the logo with a minimum distance of one base unit.

Please note: If no font size is defined for the copy text, use one of the following options:

  • Format the Business Unit as copy text.
  • Place the business unit with a capital letter size of 0.75 or 0.5 base units. Choose the option that best matches to your media and base unit size. 

Version only for print media

Dos and Don'ts