Page 1

DHL GLOBAL BRAND IDENTITY MANUAL

1 Introduction As the number one in worldwide express services we have a strong and unique global brand. Our leading position and our brand strengthen one another. Our worldwide consistent presentation makes an impression and contributes to the recognition of our leadership. We aim to keep this leading position in our highly competitive market. Strong brands do not grow on their own. We must nurture and guide our brand at every opportunity and in every facet of its existence. One very important aspect is the accurate application of graphic brand elements. This graphic manual contains improved guidelines with clear directions and examples. Digital artwork for logotype, Laser Lines and applications are included and have been improved in quality. We make sure that the right application is crystal clear for everyone involved in designing and producing brand items. With this manual we have an excellent tool to carry out our worldwide presentation to perfection. We are proud of our logo and what it stands for. We adhere to the highest quality standards to implement it, because only that can equal our style of achievement and global leadership. Frank Hyldmar Global Commercial Director

Issued by Global Branding, July 2002

Content 1 Introduction 2 How to put these guidelines to practice 3 dhl Basic branding elements 3.1 Logotype 3.2 Colours 3.3 Typefaces 3.4 Laser Line Dynamic 4 Office communication 4.1 Letterhead 4.2 Fax and memo 4.3 Compliments and business card 4.4 Envelopes 4.5 Presentations 5 3d Applications 5.1 Packaging 5.2 Signage 5.3 Vehicles Colour swatches


DHL GLOBAL BRAND IDENTITY MANUAL

2 How to put these guidelines to practice To make branding easy, this manual comes with templates, artwork files and graphics to help you and your suppliers in creating properly branded communications.

Documents

Pixel

Office use

The table on the right helps you to determine what file you need for which purpose.

Graphics

dot

pot

qxd

ai

jpg

Both

gif

tif

eps

Vector

pdf

wmf/emf

Microsoft Word Microsoft Powerpoint

Digital files The icons in this manual refer to digital files that you can find on the cd or on intranet. For example, you will find artwork for the letterhead to give to your printer as well as a Microsoft Word template that you can use on your pc for well branded memos.

Graphic production QuarkXPress Adobe Illustrator video

Opening files In the pdf version of this manual, the icons can be clicked to open the documents. To open a particular file, it is necessary to have an application that is compatible. Some of the files are graphic production files like ai or eps and it is likely that you cannot open them by clicking. It is, however, possible to copy or e-mail them.

html (internet)

Vector versus pixel An important difference in graphic file formats is the way a picture is defined. In general there are two different kinds of graphic files: the ones that are made up of pixels (square dots), and the ones that are defined by lines. When pixel files are enlarged, the pixels will show. Vector files can be enlarged without loss of quality. Vector files typically take up less disk space. Photographs are always of the pixel type. Some document file formats can contain both pixel and vector information.

The application’s native file format (used for templates) Recommended picture format Can be imported


3 DHL basic branding elements In this section you will find the four essential branding devices of dhl: the dhl logotype, the dhl colours, the dhl Laser Line Dynamic and the dhl typefaces.

Logotype

Colours

Typefaces

Laser Line Dynamic

AaBbCc AaBbCc


DHL BASIC BRANDING ELEMENTS

3.1 Logotype The dhl logotype is the core element of the dhl corporate design. It represents dhl throughout our global network. There are two main versions of the logotype: standard and modified (see the descriptions on the right).

Logos

Descriptions Standard version For general use. Minimum size is 9 mm high.

≥ 9 mm

Digital files DHL-logo.eps DHL-logo.gif DHL-logo.emf

How to use the DHL logotype: • The dhl logotype must be reproduced with all elements, including ‘Worldwide Express’, the lines and the ® symbol. • The angle of the lines at either end is 64°. • The dhl logotype should either be reproduced in dhl red, white on a dark background or black as demonstrated here. Metals (gold & silver) can be used on prestigious promotional materials. • For the extended line: use the standard or modified version of the logotype, leaving a clear gap before the extended lines so that the full dhl logotype stands out. Do not: • Alter the logotype in any way • Change the typeface of Worldwide Express • Change the angle of the lines • Stretch or squeeze the logo out of proportion • Reproduce in any other color than dhl red, white or black. x

< 9 mm

Modified version For reproduction size less than 9 mm high. The spacing between the elements has been adjusted to avoid filling in. The minimum size is ±4 mm high.

DHL-logo modified.eps

For use on a dark background Whenever the logotype must appear on a dark background, it can be reversed out white.

DHL-logo white.eps DHL-logo white.gif

Standard version

Modified version

Black When print can only be done in black and white (for example, newspaper advertising), you may use black.

DHL-logo DHL-logo DHL-logo DHL-logo DHL-logo DHL-logo

black.eps black mod.eps black.gif black mod.gif black.emf black mod.emf

With line extensions The laser line can be extended on either side of the DHL logotype. The gap between the DHL logotype and the extended lines must be equal to the gap between the DHL letters and adjacent lines. When the lines do not bleed off the page, they should finish at the same angle as the DHL logotype.

DHL-logo DHL-logo DHL-logo DHL-logo DHL-logo DHL-logo

extended.eps ext mod.eps extended.gif ext mod.gif extended.emf ext mod.emf

2x

Standard version 64°

2x

This drawing shows the logotype on a grid to indicate its proportions. The thick line indicates the minimum space around the logotype (the bounding box). • Don’t place the logotype closer to an edge. • Don’t place any objects closer to the logo. • To respect the exact proportions, resize the graphic by dragging from the corners, not the sides.

DHL-logo modified.emf

DHL-logo white.emf

x

6x

DHL-logo modified.gif

Modified version


DHL BASIC BRANDING ELEMENTS

3.2 Colours Colour is one of the main identifiers of the dhl corporate design. dhl uses three corporate colours: dhl Red, Silver and Grey. dhl Red is our main colour. In addition to these three colours, black is the normal colour for text while red can be used for headings and to add emphasis or effect. White is the background colour for the logotype. Full colour versus spot colour The full colour recipe for dhl Red is 100% magenta, 100% yellow, and 30% black. This is the typical printing process for brochures and other publications with colour photographs and illustrations. For stationery however, it is more practical to use the spot colour process. In this case, dhl Red should be printed in pantone® 187red ink. The influence of paper Different recipes are given for printing on coated and uncoated paper. Colours are more brilliant when printed on coated or smooth paper, therefore a more brilliant colour should be used on uncoated paper to get almost the same result. The effect of silver is best on coated paper. Colour reference Please use the colour swatches provided in the back of this manual for reference. dhl Red is printed in full colour on coated paper. The recipes given in the table alongside should help you to get as close as possible in other techniques.

PANTONE® is a registered trademark of Pantone, Inc.

DHL Red

DHL Silver*

DHL Grey

Press Full colour

Cyan

Magenta Yellow

Black

Cyan

Magenta Yellow

Black

Cyan

Magenta Yellow

Black

on coated paper

000

100

100

030

000

000

005

033

000

000

005

033

on uncoated paper

000

100

100

015

000

000

005

027

000

000

005

027

Spot colour

pantone®

pantone®

pantone®

on coated paper

187 c

877 c

422 c

on uncoated paper

187 u

877 u

Cool Gray 5 u

Monitors rgb

Red

Green

Blue

Red

Green

Blue

Red

Green

Blue

Decimal

156

000

000

201

201

201

201

201

201

Hexadecimal

9c0000

c9c9c9

c9c9c9

Web-safe

990000

999999

999999

* DHL Silver dhl Silver can not be created in full colour or on a monitor. If the use of silver is important in a full colour publication an extra spot colour can be printed. When this is not an option dhl Silver should be replaced by dhl Grey, which is why there is no difference in recipes in this manual for those techniques.


DHL BASIC BRANDING ELEMENTS

3.3 Typefaces The primary typefaces for dhl are Gill Sans and Sabon. Gill Sans is especially suitable for headlines and tables, Sabon is very suitable for long copy and informal headings. Gill Sans and Sabon should be acquired from your local font vendor. Arial and Times New Roman are the recommended standard Windows速 fonts for the office environment. For the internet and intranet, the main font is Arial. For detailed information on usage of typefaces in web design, please refer to the respective design guidelines on the intranet.

Gill Sans Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Gill Sans Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Gill Sans Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Gill Sans Bold Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Sabon Roman

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Sabon Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Sabon Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Sabon Bold Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Sabon Small Caps

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Sabon Old Style Figures

12345678901234567890123456789012345678 Arial Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Arial Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Arial Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Arial Bold Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Times New Roman

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

Times New Roman Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

Times New Roman Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

Times New Roman Bold Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 Sabon is a registered trademark of Linotype AG and/or its subsidiaries. Arial, Gill Sans and Times New Roman are registered trademarks of the Monotype Corporation and may be registered in certain jurisdictions. Windows is a registered trademark of Microsoft Corporation in the United States and/or other countries.


DHL BASIC BRANDING ELEMENTS

3.4 Laser Line Dynamic The Laser Line Dynamic acts as a distinctive branding device expressing dhl values in the ‘style of achievement’. It is often combined with a photograph and the dhl logotype. There are two different versions of the Laser Line Dynamic: one for portrait format and one for landscape. It either bleeds off on both sides of the page or on the right only. As an exeption, it can be used not bleeding. In this case, it should be cut on the right as indicated alongside.

Laser Line Dynamic for portrait format

LaserDynamic portrait fc.eps for use in full colour LaserDynamic portrait spot.eps for use in spot colour (DHL Red) LaserDynamic portrait.gif for use in the offi f ce environment ffi

Laser Line Dynamic for landscape format

LaserDynamic landscape fc.eps for use in full colour LaserDynamic landscape spot.eps for use in spot colour (DHL Red) LaserDynamic landscape.gif

The Laser Line Dynamic should be printed in full colour whenever possible. A special version is available for printing in spot colour (red and/or black).

Invisible line used for text and image alignment or the edge of the paper when bleeding left as well

Edge of the paper or cut here when not bleeding

Laser Line Dynamic for portrait format – black & white

LaserDynamic portr. black.eps for printing in black

Laser Line Dynamic for landscape format – black & white

LaserDynamic landsc. black.eps for printing in black

Please use the artwork provided with this manual. It should not be altered in any way.

When the Laser Line Dynamic and the logotype have to be used in a very compact manner, use one of the two options shown here. Shown here is the minimum size (37.3 mm wide).

DHL DHL DHL DHL

laser laser laser laser

and and and and

logo mod.eps logo.eps logo mod.gif logo.gif

DHL DHL DHL DHL

logo logo logo logo

and and and and

laser mod.eps laser.eps laser mod.gif laser.gif

Asian Asian Asian Asian

logo logo logo logo

and and and and

laser mod.eps laser.eps laser mod.gif laser.gif


4 Office communication In this section, you will find the essential dhl stationery: letterhead and continuation sheet, memo, fax, compliments card, business card, envelopes, mailing labels and the internal presentation template. The examples in this manual and the digital files should enable you to create your own stationery.

Laserprinting from your PC

Printed matter

Letter

Letterhead

Compliments card WITH COMPLIMENTS

Letter cont. Business card JOSÉ EJEMPLO

Two kinds of digital files are supplied with this manual:

Continuation sheet Envelopes

1 Microsoft® Word and PowerPoint® templates are for internal use to simplify the creation and printing of wellbranded documents on your nearest laser printer.

PORT PAYÉ PORT BETAALD BRUSSEL

RUE COLONEL BOURG 124 1140 BRUSSELS, BELGIUM

RUE COLONEL BOURG 124 1140 BRUSSELS, BELGIUM

Memo template

Blank paper

2 Adobe Illustrator® files can be used by your local printer.

RUE COLONEL BOURG 124 1140 BRUSSELS, BELGIUM

Paper The quality of paper used for printing depends on the purpose of the communication and desired effect.

Mailing labels Fax template

The recommended paper type and quality for office communications are indicated on the following pages. Create DHL Red on your PC In Microsoft® applications, you may be able create dhl Red text or shading. When in the Color menu, choose the ‘More Colors...’ option and select the ‘Custom’ tab. Set the red field to 153, green and blue to 0 and press ok.

Adobe and Illustrator are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Microsoft, Microsoft Word and Powerpoint are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.

Notes Presentation template

RUE COLONEL BOURG 124

RUE COLONEL BOURG 124

1140 BRUSSELS, BELGIUM

1140 BRUSSELS, BELGIUM

RUE COLONEL BOURG 124

RUE COLONEL BOURG 124

1140 BRUSSELS, BELGIUM

1140 BRUSSELS, BELGIUM

RUE COLONEL BOURG 124

RUE COLONEL BOURG 124

1140 BRUSSELS, BELGIUM

1140 BRUSSELS, BELGIUM

RUE COLONEL BOURG 124

RUE COLONEL BOURG 124

1140 BRUSSELS, BELGIUM

1140 BRUSSELS, BELGIUM

Blank paper

Slides


OFFICE COMMUNICATION These light blue logos indicate the white space around the 14 mm high logotype.

4.1 Letterhead /continuation sheet

10.5

The letterhead features the logo prominently in the shown dimensions, top right, in dhl Red. The address is in the bottom right corner.

64 pt

14 mm

154 pt / 11 lines

Corporate Business Ltd Att. Mr. A. Sample 20 Certain Street 1234 AB SAMPLE CITY

Paper The recommended paper is 85 gsm high white non-recycled ocr compatible paper..

112 pt / 8 lines

Date

Reference

Subject

May, 30, 2002

1234/AB

Corporate identity

Dear Mr. Sample, Rieb oo aivra, i ysuumeng e steenathan quc entspan hags ahe okstald cutsufdengs crelke a altta gra daat echfij oefroult naanijlt. Oe greem ei ische, uurk ai breponsbluuktoent engsveld, okst cijaatflapa sap veirglaunspooses. Elkeentum eir ou emtema aas afwaibaa spuwbskai ijftbrekdaactquchacht ij froktas.

Instructions for offset printing Change the address to your own. Additional information such as registered office, vat etc. should appear centered at the foot of the page. When needed, other logos like iso certificate or recycled paper should be printed in black on the left, aligning with the last line of the address and no higher than 10 mm. The first symbol should be set into a margin equal to that of the dhl logotype.

Blau ant fredegt e gre aatserpie un. Lameetwrengs aigsep feng ald che dafoowbskrau vrais a els cladtkry weroweroutkruunfreb oo. Schouschfraudats e ed brukst, alijs iegse wraactaud u mama sai gied frenup ygsef evregs grosaldjagt estrir echt choes clegt ats. Kind regards,

John B. Myname Job description

DHL WORLDWIDE NETWORK SA/NV GLOBAL COORDINATION CENTER DE KLEETLAAN 1 1831 DIEGEM â&#x20AC;&#x201C; MACHELEN TEL +32 (2)713 40 00 FAX +32 (2) 713 50 00 www.dhl.com ADDITIONAL INFORMATION SUCH AS REGISTERED OFFICE, VAT DETAILS ETC. SHOULD APPEAR HERE

20 mm

41.8 mm

Type instructions for word processor The letter should be set in Times New Roman 11/14 pt, with 8 pt headings in Arial Regular.

88 pt

14 mm

The Laser Line Dynamic should not appear on the dhl letterhead.

The address block should be set centered in Gill Sans Regular, black, all caps 6/10 pt. Track amount (kerning): 15 for QuarkXPress or 75 for Illustrator. Use 15 pt line feed between the department name and the address.

88 pt

DHL-letterhead.eps Your print supplier requires this file and your address in order to create the A4 pre-printed DHL letterhead.

DHL-continuationsheet.eps This document is the same as the letterhead but without the address block

42 pt / 3 lines


OFFICE COMMUNICATION

4.2 Fax and memo These documents can be laser printed on normal white xerographic paper or sent digitally. The dhl logotype is included in the document and is positioned in the same location as on the letterhead. Type instructions ‘Fax Message’ or ‘Memo’ and header Information are set in Arial Bold all caps 11 pt. The address block should be set centered in Arial all caps 7/10 pts. Use a 5 pt blank line between the department name and the address. The body copy should be set in Times New Roman 11/14 pt. For offset printing, replace Arial typeface where indicated above with Gill Sans. e-Mail footer It is possible to create a custom dhl e-mail footer which should include: • name • title • address • e-mail address • dhl logo (see instructions below) • business unit and/or department name • telephone number • fax number To get the dhl logo on Netscape®: • go to Edit menu; • Preferences then Mail & Newsgroups then Identity; • select Edit Card and go to Contact; • Type the following text in the Organization field: <center><img src="http://www.dhl.com/ art/logo.gif"><center><br><img src= http://www.dhl.com/art/scan.gif><br> <l><b><font color="#8e0007"><i> [Department Name] Netscape is a trademark of Netscape Communications Corporation.

64

88

88

88

88

148

64

pt

88

88

88

88

148

pt

112

FAX MESSAGE

112

MEMO

64

64

To

Fax

To

CC

Corporate Business Ltd Mr. A. Sample

020 750 95 01

Mr. A. Sample 1

Mr. A. Sample 2 Mr. A. Sample 3 Mr. A. Sample 4

From

Phone

Fax

E-mail

John B. Myname

+32 2 730 18 10

+32 2 726 93 5

john.b.myname@dhl.com

14

From

Phone

Fax

E-mail

John B. Myname

+32 2 730 18 10

+32 2 726 93 5

john.b.myname@dhl.com

Date

Reference

Pages

Subject

May 30, 2002

1234/AB

3

Corporate identity

Date

Reference

Subject

May 30, 2002

1234/AB

Corporate identity

14

42 42

Dear Mr. Sample,

Rieb oo aivra, i ysuumeng e steenathan quc entspan hags ahe okstald cutsufdengs crelke a altta gra daat echfij oefroult naanijlt. Oe greem ei ische, uurk ai breponsbluuktoent engsveld, okst cijaatflapa sap veirglaunspooses. Elkeentum eir ou emtema aas afwaibaa spuwbskai ijftbrekdaactquchacht ij froktas.

Rieb oo aivra, i ysuumeng e steenathan quc entspan hags ahe okstald cutsufdengs crelke a altta gra daat echfij oefroult naanijlt. Oe greem ei ische, uurk ai breponsbluuktoent engsveld, okst cijaatflapa sap veirglaunspooses. Elkeentum eir ou emtema aas afwaibaa spuwbskai ijftbrekdaactquchacht ij froktas.

Blau ant fredegt e gre aatserpie un. Lameetwrengs aigsep feng ald che dafoowbskrau vrais a els cladtkry weroweroutkruunfreb oo. Schouschfraudats e ed brukst, alijs iegse wraactaud u mama sai gied frenup ygsef evregs grosaldjagt estrir echt choes clegt ats.

Blau ant fredegt e gre aatserpie un. Lameetwrengs aigsep feng ald che dafoowbskrau vrais a els cladtkry weroweroutkruunfreb oo. Schouschfraudats e ed brukst, alijs iegse wraactaud u mama sai gied frenup ygsef evregs grosaldjagt estrir echt choes clegt ats. Kind regards,

John B. Myname Job description

DHL WORLDWIDE NETWORK SA/NV EUROPE AND AFRICA REGIONAL OFFICE

DHL WORLDWIDE NETWORK SA/NV EUROPE AND AFRICA REGIONAL OFFICE

RUE COLONEL BOURG 124 1140 BRUSSELS, BELGIUM PHONE +32 2 730 18 11 TELEX 25028 MRIBRU B FAX +32 2 726 93 57 WWW.DHL.COM

RUE COLONEL BOURG 124 1140 BRUSSELS, BELGIUM PHONE +32 2 730 18 11 TELEX 25028 MRIBRU B FAX +32 2 726 93 57 WWW.DHL.COM

41.8 mm

DHL-faxtemplate.dot Type directly into this Word template to create a correctly formatted fax. You can then laser print this onto an A4 sheet of paper.

41.8 mm

DHL-memotemplate.dot Type directly into this Word template to create a correctly formatted memo. You can than laser print this onto an A4 sheet of paper.


OFFICE COMMUNICATION

4.3 Compliment card & business card Business cards and compliment cards are important branding mechanisms and are critical to demonstrating dhl’s global brand. They can be produced in two languages. The languages must be on reverse sides and both sides must be identical to the design guidelines. The laser line dymanic should never appear on the business card.

10.5

Compliment card The address block should be set centered in Gill Sans Regular all caps 6/10 pt. Track amount (kerning): 15 for QuarkXPress or 75 for Illustrator. Use 15 pt line feed between the department name and the address.

14 mm

DHL WORLDWIDE NETWORK SA/NV EUROPE AND AFRIC A REGIONAL OFFICE

The words ‘with compliments’ in Gill Sans Regular all caps 12 pt. Track amount (kerning): 10 for QuarkXPress or 50 for Illustrator.

RUE COLONEL BOURG 124 1140 BRUSSELS, BELGIUM PHONE +32 2 730 18 11 FAX +32 2 726 93 57 www.dhl.com

14 mm

25 mm

The name aligns with the first line of the address. The name should be set in Gill Sans Regular all caps 10 pt. The title should be set left aligned in Gill Sans Regular all caps 5/6 pt. Use 9 pt line feed between the name and the title. Qualifications are not allowed.

41.8 mm

DHL-compliment card.eps 210 mm wide x 100 mm high Your print supplier requires this file and your address in order to create the compliments card.

Paper Use 300 gsm Conqueror White Brilliant Wove board which is available worldwide to ensure consistency. 3 mm

9 mm 3 mm

Type instructions for business cards The address block should be set centered in Gill Sans Regular all caps 5/6 pt. Track amount (kerning): 15 for QuarkXPress or 75 for Illustrator. Use 15 pt line feed between the department name and the address. The space between the last line and the bottom of the page is always 3 mm.

Colour The two items on this page are always printed in two colours: dhl Red as spot colour (pantone® 193u) and black.

min. 10 mm

JUST A. SAMPLE REGIONAL BUSINESS DEVELOPMENT DIRECTOR 3 mm

Only the dhl logotype and/or jv partners logos are allowed to be used. The dhl logotype would remain on the top right and the jv partner logo must be placed on the top left. No other symbols or logos can be printed on the business card.

14 mm

WITH COMPLIMENTS

DHL INTERNATIONAL DIRECTION FRANCE 241, RUE DE LA BELLE ETOILE BP 50252 Z.I. PARIS NORDE II 95957 ROISSY CDG CEDEX PHONE +49 38 72 24 FAX +49 38 64 24 MOBILE 0589 345672 e-mail jsample@dhl.com http://www.dhl.com 3 mm

JOSÉ EJEMPLO MARKET & RESEARCH ANALYST

DHL INTERNATIONAL ESPANA SA UNIPERSONAL EDIFICIO DHL CENTRO C ARGA AEREA MADRID-BARAJAS 28042 MADRID PHONE +91 123 45 67 FAX +91 123 45 68 MOBILE +91 358 405060

23 mm

DHL-business card.eps 90 mm wide x 50 mm high Your print supplier requires this file and your copy in order to create business cards.


OFFICE COMMUNICATION

4.4 Envelopes Size and positioning of the logotype and address on envelopes can be the same for all envelopes in relation to the top left side.

10.5

14 mm PORT PAYÉ PORT BETAALD

14 mm

BRUSSEL

14 mm POSTAL ADDRESS

Joint branded envelope must be approved by your regional communications manager prior production. Only dhl logotype and jv partner logo are allowed on the envelope.

RUE COLONEL BOURG 124

SPACING +75

1140 BRUSSELS, BELGIUM www.dhl.com

The light blue logos indicate the white space around the 14 mm high logotype. The first address line starts 14 mm under the logotype.

The address block should be centered beneath the dhl logotype. The dhl web site address should be included beneath the physical address block. Type instructions for the address The return address should be set centered in Gill Sans Regular all caps 6/10 pt. Track amount (kerning): 15 for QuarkXPress or 75 for Illustrator.

CENTERED IN GILL SANS 6/10

3 RUE COLONEL BOURG 124

3 mm

1140 BRUSSELS, BELGIUM www.dhl.com

14 mm

Paper Choose 80–100 gsm white wood free stock for envelopes.

9 mm RUE COLONEL BOURG 124 1140 BRUSSELS, BELGIUM WWW.DHL.COM

Corporate Business Ltd Att. Mr. A. Sample 20 Certain Street 1234 AB SAMPLE CITY

DHL Mailing label.eps Eight of these 105 x 74 mm labels can be combined on an A4 sheet to be printed on a laser printer.

DHL Logo for envelopes.eps Your print supplier requires this file and your address in order to create the A4 pre-printed DHL letterhead.


OFFICE COMMUNICATION

4.5 Presentations For making internal presentations, you can use the template illustrated on the right. The template uses the standard Windows font Arial. For presentations to customers, you can use: â&#x20AC;˘ The Sales Presentation Kit (the latest version can be found on the Marketing Communications Intranet Site), or â&#x20AC;˘ The Global Customer Logistics Interactive Presentation Builder (available on cd rom, send request by e-mail to gcl.communications@gcc.dhl.com).

DHL Internal presentation 1.pot

DHL Internal presentation 2.pot


01 OF 01 XYZ ORIGIN:

ZYX

0123456789 :

DESTINATION

PRODUCT:

XYZ

AWB:

Packaging Boxes & tubes

OR ZYX

PRODUCT:

DESTINATION:

EASISHIP/ CUSTOMER INFORMATION

XYZ AWB:

0123456789

01 OF 01 XYZ

ORIGIN:

PRODUCT:

EASISHIP/ CUSTOMER INFORMATION

ZYX

DESTINATION :

XYZ AWB:

0123456789

AFFIX CUSTOMER PRODUCED or EASYSHIP LABEL HERE 01 OF 01 ORIGIN: XYZ

PLEASE ATTACH COMPLETED AIRWAYBILL HERE

EASISHIP/ CUSTOMER INFORMATION

DESTINATION : PRODUCT :

XY Z :

01 OF 01

01 OF 01

XYZ

ORIGIN: XYZ

ZYX

0123456789

ORIGIN :

XYZ

DESTINATION:

0123456789

Vol. Weight 1 Kg

DESTINATION:

or

PRODUCT:

AFFIX ADDITIONAL LABEL HERE (eg. Service Alert label or Transport Collect label)

or

ZYX

DESTINATION

AWB :

AWB:

AFFIX CUSTOMER PRODUCED or EASISHIP LABEL HERE

PLEASE ATTACH COMPLETED AIRWAYBILL HERE

AFFIX ADDITIONAL LABEL HERE (eg. Service Alert label or Transport Collect label)

OR

ZYX

0123456789

DESTINATION:

AWB:

XYZ

PRODUCT:

XYZ

01 OF 01

ORIGIN:

In this chapter, you will find general instructions for the main threedimensional applications of the dhl brand: packaging, signage and vehicles. This area is extremely important, because these elements are visible daily and reflect the brand proposition most directly.

EASISHIP/ CUSTOMER INFORMATION

5 3D applications

Vol. Weight 4 Kg

Signage Service centres

OPEN OPENING HOURS

SERVICE CENTRE

Monday

11.00 – 17.30

57 SAMPLE STREET

Tuesday

09.00 – 19.00

Wednesday

09.00 – 19.00

Thursday

09.00 – 19.00

Friday

09.00 – 19.00

Saturday

09.00 – 19.00

Sunday

12.00 – 16.00

SERVICE CENTRE

Desk signs

Xxxxxxxxxxx

00 00000 000

Internet

www.dhl.com

Information

800-302-302

E-mail Tracking Service

track@dhl.com

SHIP HERE XXXX XXX

Vehicles Three sizes of vans

1234 56 78 90 www.dhl.com

Motorbike & bicycle 0123 45 67 89 www.dhl.com

0900 456 789


3D APPLICATIONS

5.1 Packaging (1)

AFFIX CUSTOMER PRODUCED or EASISHIP LABEL HERE ORIGIN:

XYZ

01 OF 01

EASISHIP/ CUSTOMER INFORMATION

AWB:

0123456789

XYZ DESTINATION: PRODUCT:

ZYX

OR PRODUCT:

DESTINATION :

XYZ

ZYX

01 OF 01

ORIGIN: XYZ

0123456789

EASISHIP/ CUSTOMER

Vol. Weight 1 Kg

Depending on the size of the box, there are different design options for the sides: 1. Logo and red bar with package name and grey lines 2. Logotype with grey lines 3. Logotype only 4. Grey lines only (for low spaces)

AWB:

Space for labels and airwaybills To ensure the fastest transit through our network, space must be provided on the top of the box for two labels and on the bottom or side of the box for the airwaybill and customs paperwork. The background of this space must be white in order to ensure good read rates for scanning equipment. Instructions for placement and orientation of labels and airwaybills is also important.

INFORMATION

Design principles The positioning of the dhl logotype and usage of dhl colors are important to ensure visibility and recognition of our brand. See the basic design instructions to the right.

Design instructions • Place the logo as big as possible on the top of the box, allowing space for labels and airwaybills. • Put a red bar as high as 3 to 6 lines like the three lines of the logotype on the bottom with the name of the package in white dhl Alphabet type. The text is half as high as the bar, aligning right, centered vertically. • Fill up the white space with dhl Grey lines with the same thickness and spacing as the lines in the logotype. Leave a white space above and under the logo of 2–3 lines.

PLEASE ATTACH COMPLETED AIRWAYBILL HERE

Packaging serves as an advertising opportunity for dhl. It is seen by many customers and received by many others, so it should demonstrate the quality and efficiency of the dhl service by looking and working perfectly.

50 mm

y

DESTINATION:

or

PRODUCT:

AFFIX ADDITIONAL LABEL HERE (eg. Service Alert label or Transport Collect label)

ZYX

DESTINATION:

XYZ AWB:

0123456789

01 OF 01 ORIGIN: XYZ

Structural robustness The design for cutouts should be done in such a way to increase the strength of the box and/or reduce unnecessary costs. Detailed designs and technical specifications for a range of packaging are contained in the Network Shipment Identification and Packaging Specifications (nss 21.0).

325 mm

Packaging elements.ai

255 mm


3D APPLICATIONS

01 OF 01 XYZ ORIGIN:

0123456789

ZYX

EASISHIP/ CUSTOMER INFORMATION

AWB:

PRODUCT:

PRODUCT

XYZ

OR OR PRODUCT:

ZYX

y

DESTINATION:

EASISHIP/ CUSTOMER INFORMATION

XYZ AWB:

0123456789

01 OF 01 XYZ

ORIGIN:

y AFFIX CUSTOMER PRODUCED or EASYSHIP LABEL HERE

3y

PLEASE ATTACH COMPLETED AIRWAYBILL HERE

DESTINATION : PRODUCT :

AFFIX ADDITIONAL LABEL HERE (eg. Service Alert label or Transport Collect label)

or

ZYX

DESTINATION

XY Z :

AWB :

0123456789

01 OF 01 ORIGIN XYZ :

170 mm 170 mm

Design instructions long packaging • Place the dhl logotype as big as possible on the top of the box with the red bar below it and dhl Grey lines to the right and left. There should be white space around the logotype of three lines above and below the logotype and then one line between the dhl logotype and the dhl Grey lines on either side. • Place the name of the packaging in the red bar, equal to three lines high and the full width of the box. The typeface is white dhl Alphabet and is half as high as the bar, aligning right, centered vertically. • Fill in the space to the right and left of the logotype with dhl Grey lines that are the same thickness and spacing as the lines in the logotype. The angle should be equal to the angle of the three lines in the logotype: 64° and the space between the logotype and the grey lines should be the same as one line (y).

DESTINATION :

5.2 Packaging (2)

Vol. Weight 4 Kg

Depending on the size of the box, there are different design options for the sides: 1. Logo and red bar with package name and grey lines 2. Logotype with grey lines 3. Grey lines only (for low spaces)

170 mm

Long packaging elements.ai


3D APPLICATIONS

5.2 Service Centres The dhl Service Centre is the key area of interaction with our customers. It is the ideal place to create a positive brand experience.

Fascia with DHL logotype

Outlet name and address

All elements of the interior and exterior architecture should work together to create a warm, friendly as well as efficient atmosphere. The dhl branding elements should be used prominently, as shown on these pages in a schematic way.

Lighted box sign

EXPRESS SERVICE CENTRE 57 SAMPLE STREET

Lighted box in window

This manual gives a general overview of how dhl’s brand identity should be applied to Service Centres. Future projects with the Operations Engineering group are foreseen to design and brand dhl outlets in more detail.

DHL image behind the desk and/or DHL posters

12 cm high decal logo on front door (eye level)

www.dhl.com OPEN

Web address centred in Gill Sans x-height 3 cm

ORARIO D’APERTURA

Desk sign

Folder holder

Monday

11.00 – 17.30

Tuesday

09.00 – 19.00

Wednesday

09.00 – 19.00

Thusrday

09.00 – 19.00

Friday

09.00 – 19.00

Saturday

09.00 – 19.00

Sunday

12.00 – 16.00

Opening hours

Logo on desk White, grey, natural colours and DHL red can serve as a basis for the interior


3D APPLICATIONS

5.2 Service centre signage Exterior signage is important for attracting and directing customers to our offices. At the same time, they act as branding media and should be true to the branding identity guidelines in the application of the dhl logotype, color and typography.

Fascia 2x

2x

3x

SERVICE CENTRE

6x

57 SAMPLE STREET

3x

3x

• The basic design principle is that the dhl logotype appears on a white background and a dhl red border along the bottom edge of the sign.

3x

Lighted boxes

• Depending on local situations, the dhl logotype on the fascia should be neon lit especially if the office is open in the evenings. • The dhl logotype, web address and opening hours should always appear on the door of the main entrance of the service centre.

Opening hours sign

2x

2x

3x

6x

OPEN

3x

OPENING HOURS

3x

2x

Illuminated Signs There are a variety of lighting options, such as lighted boxes, back lit fascia and neon lit. For these applications, it is critical to ensure the correct usage of the dhl logotype and to achieve the nearest match to the dhl red.

2x

3x

Tuesday

09.00 – 19.00

Wednesday

09.00 – 19.00

Thursday

09.00 – 19.00

Friday

09.00 – 19.00

Saturday

09.00 – 19.00

Sunday

12.00 – 16.00

2x

SERVICE CENTRE

2x

M 2x

2x

3x

6x

• The laser line dynamic should not be used in signage.

11.00 – 17.30

6x

3x

• Lettering in Gill Sans bold. Sizes given here are relative.

Monday

3x

• Dependent on local situations, the logotype on the fascia may be neon lit.

3x 2x 2x x x

3x x x

SERVICE CENTRE 57 SAMPLE STREET

3x M


3D APPLICATIONS

5.2 Service centre desk signs On this page you will find two suggested items that will help to brand a service centre. The laser line dynamic may be used in point of sale materials.

DHL folder holder Cardboard Space for local messages

Xxxxxxxxxxx

00 00000 000

Internet

www.dhl.com

Information

800-302-302

E-mail Tracking Service

track@dhl.com

Recommended interior items • Posters with dhl images • World map • World clock • Seating and table • pc with either dhl Connect or dhl Web Shipping running • dhl sales literature & tariff guide If windows are available for use, they should display relevant point of sale material.

Indoor desk sign Perspex Xxxxxxxxxxx

00 00000 000

Internet

www.dhl.com

Information

800-302-302

E-mail Tracking Service

track@dhl.com

SHIP HERE XXXX XXX

Space for local messages

SHIP HERE XXXX XXX


3D APPLICATIONS

5.3 Vehicles (1) Vehicles act as rolling billboards and by ensuring that livery is uniform throughout the region, it is possible to unify the dhl network image in the eyes of all exposed to the fleet.

Example of branding on small van (i.e. Renault Kangoo)

V1132 180 mm

1234 56 78 90 www.dhl.com

V1066 90 mm high

1234 56 78 90 www.dhl.com

These instructions preclude providing precise specifications for all types of vehicles. In this manual the vehicles shown exemplify the following general guidelines: • All vehicles should be painted bright white with a dhl red skirt and a 5 cm dhl grey line 5 cm above the skirt. When the horizontal lines of the vehicle are not level, the lines of the vehicle should be followed. • The logo shoud be put on all sides, with its bounding box centred in the available space as big as possible. Choose from the range of decals available through Network Supplies (see next page).

V1132 180 mm high

Example of branding on medium van (i.e. Ford Transit)

• Local dhl telephone numbers in Gill Sans Regular, dhl red, are displayed on the doors and the rear. When possible: cap height 55 mm with 100 mm leading for the web address and 82.5 mm for the telephone number. • The logotype should also appear across the rear of the vehicle positioned midheight or higher. If the vehicle structure will not allow this positioning, the logotype should be placed to the left side of the rear of the vehicle. The logotype should also appear centred on the bonnent and on the roof where possible and appropriate. • The logo must never be reversed out or mirrored.

V1225 305 mm high

V1225 305 mm high

1234 56 78 90

1234 56 78 90 www.dhl.com

www.dhl.com

V1132 180 mm high

V1450 605 mm high

V1066 90 mm high


3D APPLICATIONS

5.3 Vehicles (2) Decals Decals of the logotype are available through Network Supplies in the following sizes: 430 x 90 mm v1066 650 x 135 mm v1100 860 x 180 mm v1132 v1225 1450 x 305 mm v1270 1750 x 360 mm v1370 2400 x 500 mm v1450 2930 x 605 mm v1550 3581 x 739 mm v1000 6425 x 1000 mm

Example of branding on large van (i.e. Mercedes Sprinter)

V1132 180 mm high V1450 605 mm high

1234 56 78 90

1234 56 78 90

www.dhl.com

www.dhl.com

Motorbike & bicycle Bikes have little space for branding. Therefore the bags are very important.

Put contact information or local messages on the back of the vehicle

V1450 605 mm high

Telephone number and web address should be in Gill Sans.

V1132 180 mm high

For safety reasons, the dhl grey line may be replaced with a Scotchliteâ&#x201E;˘ reflective grey line.

Motorbike

Bicycle

0123 45 67 89 www.dhl.com

0123 45 67 89

Backpack folded

unfolded

0123 456 7890

0900 456 789

0123 456 7890

Scotchliteâ&#x201E;˘ reflective material replaces DHL grey

DHL Guidelines  
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