Sponsorships

Sponsorship Design

Visual consistency and high design quality are equally important for all areas of DHL media and communication. This guide will help you apply DHL’s design in Sponsorship PR & campaigns. To show how our partnership design fits into DHL’s visual identity, we provide several generic examples within our global partnership portfolio.

Sponsorship Design
  • Examples
  • Essentials
  • Our Brand in partner media
  • Official Logistics Partner logo (“composite logo”)
  • Displaying several partnership logos together
  • Images
  • Tonalities
  • Social Media Assets
  • Video Assets
  • Our central online partnership platform: InMotion.DHL
  • Events & Fairs
  • Presentations
  • Emails
  • Contacts

Examples

Essentials

As Official Logistics Partner of some of the leading brands from the worlds of sport, lifestyle, culture and art, we are proud to deliver innovative solutions to complex logistics requirements. World-class events provide an excellent platform to sharpen our Brand’s profile. They bring our DHL logistics to life.

Our design offers a great foundation for every successful activation – from on-site events to social media campaigns. It reinforces the content, creates context and provides a stage to inspire interaction and dialogue.

When creating media for DHL’s global partnerships, replace the single DHL logo with the available Official Logistics Partner logo for each partnership (“composite logo”). To create an Official Logistics Partner logo, you must ensure that several key criteria are met. For more details, see the Composite Logo section below.

Use the composite logo together with the Postyellow gradient and according to our layout principle, which is very flexible and allows a lot of design variety. You can use all the design elements and media that are part of our visual identity, such as our DHL style images and illustrations, stirring videos and strong typography using our “Delivery” typeface. Our aim is to create a consistent brand experience across the event space, print media and digital media.

Our Brand in partner media

If DHL is featured as a sponsor in partner media, use the Official Logistics Partner logo on the Postyellow brand field (see below under “Official Logistics Partner logo”) or apply the partner’s co-branding rules. For both options, ensure that our logo is in DHL Red on a Postyellow background in partner media.

Other DHL design elements, such as the color Postyellow in partner media, may be permitted as an exception. For example, if the partner wants to create a special stage for DHL in its own communications. However, our  Group Brand Services Team must review and approve these cases.

 

Our logo together with other sponsorship partners 

Our standard logo is often placed with other partners, such as on press walls. This works well if the space provided for each partner logo has a more rectangular shape. If the shape of the space is more square, you can enlarge the Postyellow brand field proportionately in a defined aspect ratio (3/7 to 7/7 height of the logo width). This strengthens our logo’s visual presence. See example below.

In some cases, our logo is assigned to a predefined color field. Here you can fill the entire field with Postyellow and center our logo vertically. If there is no space between the color fields, leave a space between the DHL logo and the edge of the color field that is 1/7 of the logo width.

 

Official Logistics Partner logo (“composite logo”)

Key criteria to apply for the Official Logistics Partner logo

  • Long-term relationship: partnership in place for at least 2 consecutive years

  • Logistics background: partnership contract must include logistics services for the partner organization

  • Designation: partnership contract must designate DHL as ‘Official Logistics Partner’

If these criteria cannot be met, you have the option of creating a cooperation logo. In this case, please contact our Group Brand Services Team

 

Process for creating an Official Logistics Partner logo

  1. Partnership contract alignment
    The DHL region/country/function in charge aligns the partnership contract with the partner organization according to the applicable global “Sponsorships in DHL” guideline (available for download in our Sponsorship Guidance Guide).

  2. Request approval
    Send request for Official Logistics Partner logo approval to Group Brand Marketing, Group Brand Services Team (GroupBrandServices@dpdhl.com), with a copy to your contact at the sponsorship department in Group Brand Marketing (CD 025).

  3. Logo approval
    Group Brand Marketing (CD 025) approves the use of an Official Logistics Partner logo according to the above key criteria. Once approved, the Group Brand Services Team begins the creative process.

  4. Provide logo package assets
    DHL region/country/function in charge provides the partner’s logo package to the Group Brand Services Team.
     

  5. Logo creation
    The Group Brand Services Team creates a standard Official Logistics Partner logo package, generally within five working days.

  6. Final logo distribution
    Final Official Logistics Partner logo package is provided to the region/country/function in charge.

 

Structure

The Official Logistics Partner logo is made up of the following elements:

  • DHL Logo in DHL Red

  • Descriptor "Official Logistics Partner" in Delivery Bold and DHL Red above the DHL logo

  • A fine red dividing line, which also aids placement in the layout

  • Partner logo in the same optical size as the DHL logo

We prefer the landscape version. Use it if space allows. The portrait version is intended for narrow media.

Always place the DHL logo with descriptor in the outside corner. You’ll find the landscape version available with the DHL logo on the right and left. The portrait version is available with the DHL logo at the top and bottom.

Some partners do not allow their logo to be placed on a Postyellow background and require a separate background color. We allow this as an exception. The red dividing line is retained.

 

Landscape composite logo versions for landscape layouts and when space allows. The dividing line height is always 3 base units (1 unit = 1/7 of the logo width). For logos in unusual formats, you may adjust the dividing line height for a harmonious overall look.

Portrait composite logo versions for narrow portrait layouts or a narrow gradient. The dividing line is always as wide as the DHL logo.

 

Versions

Logo on transparent background

Use this logo on Postyellow backgrounds or on the Postyellow Gradient in DHL layouts. The logo file itself has a transparent background.

When using the gradient, always place the DHL logo on the full Postyellow background and the partner logo on the side where the gradient fades.

Logo on brand field

Use this version of the composite logo on the Postyellow brand field on all other background colors or on images, regardless of landscape or portrait format. Use this version in layouts that are not DHL’s corporate design, such as when our logo is used in a partner’s design.

 

Black logo

Use this version when only black is available, such as fax sheets or monochrome packaging.

 

Application size

The composite logo size depends on the DHL logo size. For example, the DHL logo in a composite logo must have the same width it would have if the standard DHL logo was being placed (standard size: 7 base units). To ensure that the logo retains its legibility and integrity, the minimum width of the DHL logo is 21 mm in print media and 84px in digital media.


The DHL logo size depends on the size of the base unit. For more information and to use our logo size calculator, see the Logo and Claim Design Guide.

We generally recommend a standard DHL logo width equal to 7 base units. Here the composite logo maintains the recommended DHL logo width.


Placement in DHL layouts

Always position the composite logo so that the DHL logo is on the outside in one of the four corners of the layout and on the 100% Postyellow part of the gradient. The height of the dividing line between the DHL and partner logos is aligned along the text area. Always maintain a buffer zone of at least one base unit between the logo and all other design elements. (One base unit typically equals 1/7th of the DHL logo width.) In DHL layouts, the buffer zone is at least two base units. This ensures that the composite logo retains its legibility and integrity.

The dividing line helps to align the logo correctly along the text area. It also provides orientation for defining the minimum distance to text and other graphic elements.

Highlight gradient: Always place the composite logos within the type area. The part with our DHL logo remains always on a 100% Postyellow background. Make sure there is an obvious visual relationship between the composite logo and the images and/or text, for example, by aligning them along the same vertical axis.

Full-format gradient: Always place the composite logos within the type area. The part with our DHL logo remains always on a 100% Postyellow background.

 

Dos and Don'ts

Displaying several partnership logos together

If you need to show several partnership logos close together, e.g. at the end of a film, you don’t have to display all of them as composite logos as long as the Official Logistics Partner designation is present. Place the logos on a full-sized Postyellow gradient. The DHL logo with “Official Logistics Partner” descriptor must appear on the 100% Postyellow part of the gradient, usually on top.

Make sure all partner logos are the same size visually. We usually place the DHL logo with Official Logistics Partner descriptor on top and prefer the single partner logos are placed below in a row. If there is not enough space to place them in one row, you can put them in a semicircle or in two rows. However, it is important that your layout does not appear to rank them or indicate a hierarchy.

 

Images

Image look and feel

Powerful imagery is a big part of our DHL partnership design. The gradient adds even more impact and focus. Select images with copy space – an area that is less busy or away from the main focus or action where you can place the gradient and text. Cut-out images can be used on layouts with the full-sized gradient to add excitement.

Please try to adhere to the DHL image style and the most important features, such as perspective, details and exposure. Make sure that you clearly communicate your visual message and that you have the rights to use the content. Unlike full-page images, it’s best to use objects as cut-outs rather than people because cut-out people tend to look artificial.

Tonalities

Our image style “Focus on You” is based on the following tonalities from our DHL brand personality. We strongly recommend that you select partner images that match this style.

Bright

  • Light and warm colors, slightly desaturated
  • Natural light, emphasized with authentic reflections

  • Brightness focuses the eye on the content and separates foreground and background

  • Brightness can be achieved through lots of bright surroundings in the staging, light-filled scenery, and light reflections

 

Focused

  • Blurred foreground and/or background, people or other specific object in focus, unusual perspectives

  • Brightness is a means of placing the focus on the content and separating foreground and background

  • Foreground blurring helps to place the focus on the most important parts of the image. 

  • Unusual perspectives provide lines that point to the focus of the picture

     

Energetic

  • Interesting perspectives, contrasts, and eye-catching image sections

  • Strong light contrasts, dynamic lines, people and objects in motion

  • Interesting angles, play with foreground and background, strong contrasts

  • Dynamic perspectives, powerful color and light contrasts, exciting points of view

 

More information and examples can be found in the DHL imagery Design Guide.

 

Using logos, official designations, footage and imagery rights

The use of imagery is subject to privacy and intellectual property laws. The requirements vary depending on the partnership. For example, Formula 1 requires each image to equally show at least three racing teams. Manchester United requires each image to show at least three United players. 

You can find more details about the requirements for using partner images in each partnership’s roadbook, which are available in separate partnership guides on the Brand Hub under “Global Partnerships”.

Social Media Assets

Examples


Designing teasers and brand orientated posts

Include the composite logo in posts according to the placement rules defined above. You have the option of omitting the composite logo if the social media channel, image or other context makes it clear which partnership the post is about. Follow our style guidelines for other elements, such as text. Use our layout principle as guidance for ensuring the right amount of Postyellow.


Recommended formats and sizes

The optimal social media formats vary from platform to platform. We recommend producing multiple image and video formats for the best results and to reach as many users as possible.

Important: When showing essential branding elements, such as the composite logo and the Postyellow gradient, please apply them correctly and to their best advantage. Do not cut them off, for example.

The format specifications for social media platforms can change at any time. Please make sure you are using the latest recommendations.

 

Facebook (Feed)

Image: 1:1 (1080*1080px) or 4:5 (1080*1350px)

Video: 1:1 (1080*1080px)

Instagram (Feed)

Image: 1:1 (1080*1080px) or 4:5 (1080*1350px)

Video: 1:1 (1080*1080px)

Twitter

Image: 16:9 (1200*675px)

Video: 1:1 (1080*1080px)

YouTube

Video: 16:9 (1920*1080px)

Stories
(Facebook, Instagram, YouTube)

Image & Video: 9:16 (1080*1920px)

 

Using DHL’s Tone of Voice, while paying attention to different target groups 

Our DHL Tone of Voice is an important element of our Brand, but be sure to use the appropriate tone of voice when communicating with your target audiences. This increases authenticity and acceptance and subsequently leads to better results and more positive sentiment.

 

Tagging correctly

Partners and people tagged in posts increases the likelihood that they will share the posts, which increases reach. Sharing stories is only possible at all if the corresponding channel has been tagged.

If partners publish DHL-related content on their channels, they must set the “brand tag”, which marks DHL as a partner. This is both legally required and allows you to view the post’s statistics.

 

Using our DHL hashtags

Hashtags are a combination of letters, numbers and emojis preceded by the number sign (#). On social media, hashtags are used to categorize content, which makes it easier for users to find and discover. Clicking on a hashtag takes you to a page with all posts tagged with that hashtag. For this reason, we don’t recommend creating a separate hashtag for each campaign, but instead bundling our content with the hashtags #DHL, #DHLMotorsports, #DHLFashion, etc. Campaigns and contests that require user participation are exceptions because users are asked to produce content themselves and tag us. So in these cases it makes sense to create a separate campaign hashtag to bundle all entries. We recommend to avoid using  hashtags and URL deep-dive links together in one post as this reduces conversion rates for both.

 

Adding call-to-action buttons in videos, e.g. in Facebook

The proportion of video content is steadily increasing, but videos can still be used to drive users to more content, e.g. a deep-dive experience. If possible, add a call-to-action (CTA) button to each video linking to further content (e.g. the respective partnership page on InMotion.DHL). This way, users can dive deeper into the DHL world and learn things that are difficult or impossible to convey in short social media posts.

 

Creating short teaser videos to accompany long-form content

The attention span on social media is short, usually no longer than a few seconds. That's why it makes sense to create a few short teaser snippets of no more than 15-30 seconds to accompany videos that last several minutes. These snippets highlight individual aspects and spark curiosity.

Due to the low average playback time on social media, it is crucial to place core messages, such as the DHL logo, in the first few seconds. This is especially true for posts on partner channels.

A deep-dive link then takes the user to the long-form video, which is placed on our dedicated DHL InMotion website, for example, where additional content (e.g. articles, images, infographics, etc.) can be consumed alongside the video. The average playback time of videos on InMotion.DHL is significantly higher than on social media.

Video Assets

Please use the same video elements described and provided in our Motion Graphics Guide. In addition to the sponsorship examples shown here, you will find further information on subtitles, intertitles and much more. You can also download a useful toolbox for animated graphics and more general examples there.

 

 

Composite logo as on-screen graphic

Also known as a “network bug”, you may place the composite logo as a digital on-screen graphic in the upper part of the screen, preferably in the upper left corner. Choose between a subtle white transparent version or a more prominent DHL Red version on the Postyellow Gradient or a Postyellow box.

 

 

Lower third

The lower third is placed on the lower left edge of the screen. It contains the full name of a person, a short description and, as required, the composite logo. The font size depends on the screen size and format. Set the text in mixed case and aligned left.

Format the name and surname in Delivery Bold, mixed case. Format the short description in Delivery Regular, mixed case. The font size for the short description is 90% of name and surname. The lower third can feature information on upcoming broadcasts. Use the guidelines in our Typography Guide for all typographic elements.

 

 

Typography

Feel free to add text in all text styles and hierarchies based on our Typography Guide. We prefer text to be left aligned. Available font colors are white, black, DHL Red and Postyellow.

Place the text on areas that offer the most contrast to ensure a high legibility. Following our general layout principles, you can use the Postyellow highlight gradient, tiles or a subdivided layout to create a background to highlight texts.

 

Outro

At the end of a film we typically feature the composite logo. In this case, the partnership logo is centered on the screen. At the end of the credits, the logo can appear on a full-sized Postyellow gradient or on the 100% Postyellow portion of a Postyellow gradient on a full-format image. You can use either the landscape or portrait composite logo. Optionally, you can show a URL or other detailed information before or together with the logo.

Our central online partnership platform: InMotion.DHL

We bundle our global partnership communications on our website InMotion.DHL. The site serves as a destination point to communicate deeper content than is possible on social media – for example, long-form videos and articles. InMotion is designed using the user interface elements of our visual identity. Digital communications outside of this platform should also use our DHL interface building blocks.


Content for major regional partnerships can be housed on InMotion. Contact our partner agency adrivo to discuss the possibilities.

Events & Fairs

Based on our layout principle, you have a lot of flexibility to place design elements, such as the DHL logo and the Postyellow gradient. You can adjust the Postyellow elements to focus on images or illustrations, for example. Integrate the composite logo where necessary for the audience, but avoid using it excessively.

Presentations

Use the standard DHL Powerpoint master template for partnership presentations. Only replace the DHL logo with the composite logo on the title slide. The DHL logo within the composite logo should have a width of 30 mm, and its position on the slide is the same as the DHL logo (distance to the upper or lower right corner). The composite logo is not necessary in the content slide footers. If needed, you can add it in the top right corner. You can download the presentation templates in our Business Communication Design Guide.

Sample presentation with composite logos

Emails

Invitations and Newsletters

When designing email invitations and newsletters, use our Newsletters Design Guide as a reference.

 

Signatures

The simplest way to add promotional content to an email signature is to add text (maximum two lines). This text may contain a hyperlink. Format the text in Calibri, 11 pt, DHL Red.

To attract attention, you can add the composite logo on a Postyellow background to the signature. If desired, you may combine it with text (maximum two lines). Please leave one line each between the text and composite logo.

To use the composite logo, you must meet the three key criteria for using an Official Logistics Partner (see above under “Official Logistics Partner logo”). If the criteria are not met, you can name the partner in the text (“In cooperation with …”) along with a link to our sponsorship website InMotion.DHL.

Some partnerships require a disclaimer in addition to the logo. Format the disclaimer text in Calibri, 10 pt, black.) Please leave one line between the text and both the logo and disclaimer. Please avoid using logos in email signatures. Spam filters may automatically reject emails with attached images, which can delay or stop delivery. Also, because there are many different operating systems, we cannot guarantee that images in signatures will be displayed identically in the various email programs in use.

Contacts

Group Brand Services Team
Support for any CD/CI related topics and design approvals
Phone: + 49 228 182-10444
Email: GroupBrandServices@dpdhl.com


DPDHL Group Brand Hub
dpdhl-brands.com

 

Corporate Sponsoring Team

Christine Schröder-Schönberg (Head of Global Corporate Sponsorships)
c.schroeder-schoenberg@dpdhl.com

Sabrina Kreienborg (Head of Global Corporate Sponsorships)
sabrina.kreienborg@dpdhl.com

Veronica Sanchez (Formula E, ESL)
veronica.sanchez@dpdhl.com

Nadia Malouli (Formula 1, Fashion)
n.malouli@dpdhl.com

Monika Rasche (Fashion, Gewandhaus)
monika.rasche@dpdhl.com

Dirk Behrend (Bobsleigh & Luge, ESL, Formula E)
dirk.behrend@dpdhl.com

 

DHL Express Sponsoring Team

Elliott Santon (Head of Global Express Sponsorships)
elliott.santon@dhl.com

 

DHL Sponsorships Hotline (Activation/Ticketing/Guestmangement)