dhl manual

Background

Logo

Typography

Stationery

Applications

Contact

History of DHL

Lock-upClear zone & Minimum SizeBlack and WhiteAdditional IdentitiesDo Not

Primary TypefaceSecondary TypefacePrimary ColorsSecondary ColorsImage Treatment

Business CardLetterheadEnvelope

PlaneTruck DHL Express BoxExpress EnvelopeInternational Air WaybillBillboardMobile AppWebsite

Contact Information

03

07

17

27

31

45

HISTORY OF DHL

DHL Worldwide Express is an international express mail service. As a main competitor with FedEx and UPS, DHL vies for much of the shipping needs of businesses and individuals around the world. What started with humble beginnings soon became a several billion dollar international enterprise.

The company was founded in 1969 to provide express delivery services between the contiguous United States and Hawaii. The three young founders were Larry Hillbloom, Adrian Dalsey and Robert Lynn, all based out of San Franciso, California. Initially their shipping company offered the delivery of shipping documents by express air delivery. These shipments, made in advance of bulk shipping needs, allowed ships to be unloaded more quickly once they arrived in the following days.

From its early services shipping logistically from San Francisco to Honolulu, the company gradually expanded to encompass the Americas, and then much of Asia and the Pacific Rim in 1971, followed by the rest of the Western Hemisphere, Europe and the rest of the world. DHL services were first introduced in the vital markets of Hong Kong and Japan in 1974. That same year they

opened their first UK office in London, expanding their company from three employees in 1969 to 314 five years later with over 3,000 customers.

In 1983, DHL became the first air forwarder to serve the Eastern European countries and opened an international hub in Cincinati, Ohio, the same year. By 1985, they opened a deluxe center in Brussels that handled over 150,000 orders every night. They expanded further with major post openings in Bahrain in 1993 and Kuala Lumpur in 1998. In 1999 Deutsch Post, the world’s largest logistical company, began to acquire shares and stocks in the company and in 2001 bought enough to acquire majority owner-ship. By the end of 2002, they would achieve full ownership of the company. As of 2009, DHL employed 300,000 people around the world in over 220 territories and countries. Since the company’s founding, their services have expanded to encompass air, overland, freight and sea shipping, and they remain the top logistical delivery company internationally.

3

DHL makes anyplace possible. 6

Logo

The new logo is a more contemporary approach. While the previous mark may have been suited for its time, it does not hold well in current times.

7

x2x 3x

LOCK - UP

The proportions for the new mark are given to the right. These proportions shall remain constant when the mark is scaled down or scaled up.

9

CLEAR ZONE & MINIMUM SIZE

When the Logo is applied, objects or text cannot move within the clear zone. The mark must maintain this breathing area. Minimun size of DHL is 0.25 inch or 15px in height.

0.25 in or 15px

10

WHITE REVERSED ON BLACK

With black backgrounds, the logo should be produced in solid white.

11

BLACK MONOCHROME VERSION

The Black color version should be used in all grayscale printed applications. Do not convert color to a grayscale value, only 100% Black should be used.

12

Standard version

ADDITIONAL IDENTITIES

The standard version is to be used on stationery, packages, websites, mobile apps, vehicles, and other advertising.

13

For logistics of DHL such as DHL express, freight, global forwarding, supply chain, global mail, and ground, have sub-text with the three stipes on the bottom of the mark.

GLOBAL MAILGLOBAL MAILSUPPLY CHA INSUPPLY CHAIN

GLOBAL FWDGLOBAL FWDFREIGHTFREIGHTEXPRESSEXPRESS

EXPRESSGROUND

14

DO NOT

Above are some examples of common“do not”.

Do not change the logo size/shape.

Do not use a value other than 100% opacity applications.

Do not make outline of the logo.

Do not put box around the logo.

15

Do not add drop shadows or other elements to identity artwork.

Do not place the identity on background that are complicated or have insufficient contrast.

Do not rotate the logo.

Do not modify the color of identity artwork.

Do not change the angle of the logo.

Do not stretch the logo.

16

Typography

PRIMARY TYPOGRAPHY

ABCDEFGHIJKLMNOPQRSTUVWXYZ

KNOCKOUT - HTF50 Welterweight

19

The mark’s primary typography is Knockout. Although the present mark does not show same angles, strokes, or shapes, the mark is first formed by the basic look of Knockout.

Knockout has similar personalities with DHL. It has bold, strong, powerful, and dependable feeling.

By slanting the mark and adding the little wings to H and L, the firmness of t he original typography has been removed and the mark now has movement itself.

20DDDDDDDDDDDHHHHHHHHHHHHHHHHHLLLLLLLLLL

SECONDARY TYPOGRAPHY

ITC Of!cina Serif Std

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue LT Std


21

ITC Officina Serif - Book Italic


ITC Of!cina Sans Std - Bold


22

C / 10M / 100Y / 90K / 20

DHL Logo color

C / 1M / 25Y / 100K / 0

C / 75M / 50Y / 25K / 75

PRIMARY COLORS

23

C / 0M / 0Y / 0K / 100

C / 0M / 0Y / 0K / 80

C / 0M / 0Y / 0K / 40

Red is for DHL logo color. Yellow, blue, and grey

scale colors can be used in applications but should

never be used as a fill color of the DHL logo.

SECONDARY COLORS

24

IMAGE TREATMENT

1

3

2

4

Images that are used for DHLshould be treated in the ways above.

25

Stationery

BUSINESS CARD

DIMENSIONS 3.85” ! 2.25”

CARD STOCK Ultimate White Wove 88

TYPE SIZE ITC Officina Serif Bold Italic, 9ptITC Officina Sans Std Book, 7pt

.5”

.5”

.5”

.3” .3”

CEO and Chairman

1234 Wonder Avenue Los Angeles CA 91100

t. 1. 800.001.0002 f. 1. 626.001.0002

[email protected]

BRUCE WAYNECEO and ChairmanBRUCE WAYNE

[email protected]

t. 1. 800.001.0002f. 1. 626.001.0003

1234 Wonder AvenueLos Angeles CA 91100

1234 Wonder Avenue Los Angeles CA 91100

t. 1. 800.001.0002 f. 1. 626.001.0002

[email protected]


[email protected]

t. 1. 800.001.0002f. 1. 626.001.0003

1234 Wonder AvenueLos Angeles CA 911001234 Wonder Avenue Los Angeles CA 91100

t. 1. 800.001.0002 f. 1. 626.001.0002

[email protected]


[email protected]

t. 1. 800.001.0002f. 1. 626.001.0003

1234 Wonder AvenueLos Angeles CA 91100

CEO and Chairman

CEO and Chairman

28

ISO A4 INTERNATIONAL SIZE 8.5” x 11”

PAPER STOCKStrathmore Ultra White

TYPE SIZE ITC Officina Serif Book Italic, 9.5ptITC Officina Sans Std Book, 7.5pt

LETTERHEAD

18 March 2013

Gloria Kondrup 1700 Lida Street

Pasadena, CA 91103

Dear Ms. Kondrup:

I am pleased to report that despite myriad challenges, DHL made important progress throughout 2012 in meeting its responsibilities to its many stakeholders. From a customer

perspective,

we continued to run a safe, dependable postal company. For the year, DHL’s percentage of flights arriving on time was our best in several years, and we also made important strides in our packages handling performance, notching company records in four

of the last six months

of the year.

To meet our customers’ growing demand for access to the world’s important markets,

we

continued to strengthen our global network, implementing an innovative joint business across the Atlantic with our oneworld partners British Airways and Iberia, and reaching a similar venture across the Pacific with German Post Companies.Though we

were

not profitable for the year,

we

did improve our financial performance in 2010 by a billion dollars, despite a fragile economic recovery and dramatically higher fuel prices. And in contrast to our industry peers, we achieved that

improvement while contributing $600 million to our defined benefit and defined contribution employee pension plans.

Thank you for your interest in our company.

Sincerely

Bruce WayneCEO and Chairman

+1 800 001 0002 TEL+1 626 001 0003 FAX

1234 WONDER AVE LOS ANGELES, CA 91100 USA

18 March 2013

Gloria Kondrup 1700 Lida Street Pasadena, CA 91103

Dear Ms. Kondrup:

I am pleased to report that despite myriad challenges, DHL made important progress throughout 2012 in meeting its responsibilities to its many stakeholders. From a customer perspective, we continued to run a safe, dependable postal company. For the year, DHL’s percentage of flights arriving on time was our best in several years, and we also made important strides in our packages handling performance, notching company records in four of the last six months of the year.

To meet our customers’ growing demand for access to the world’s important markets, we continued to strengthen our global network, implementing an innovative joint business across the Atlantic with our oneworld partners British Airways and Iberia, and reaching a similar venture across the Pacific with German Post Companies.Though we were not profitable for the year, we did improve our financial performance in 2010 by a billion dollars, despite a fragile economic recovery and dramatically higher fuel prices. And in contrast to our industry peers, we achieved that improvement while contributing $600 million to our defined benefit and defined contribution employee pension plans.

Thank you for your interest in our company.

Sincerely

Bruce WayneCEO and Chairman

.75”

.4”

.65”

.5”

2.25”1.25” 1.25” .75”

1.125”

The DHL letterhead features the logo in the upper left. On the bottom of the page, there is an additional design overlapping onto the back for emphasis. It is available in two paper stocks.

29

.5”

.5”

.5”1234 Wonder Ave Los Angeles CA 911001234 Wonder AvenueLos Angeles CA 91100 USA

DIMENSIONS9.5” x 4.125”

PAPER STOCKStrathmore Ultra White

TYPE SIZE ITC Officina Serif Book Italic, 8ptITC Officina Sans Bold Italic, 9pt

ENVELOPE

We make any place possible.

30

Applications

AIRCRAFT

Above are examples of DHL logo on plane and truck. The colors of lamination should be identical with the standard logo.

33

TRUCK

34

DHL EXPRESS BOX

The dot-pattern should always follow after the stripes in the corner of the box.

35

EXPRESS ENVELOPE

The typography on the Express envelope and the International Air Waybill should follow the chosen typography on page 21-22.

37

INTERNATIONAL AIR WAYBILL

38

BILLBOARD

On a billboard, a scaled-up logo can be used. When it is in full color, the surrounding area and lighting should not have conflicting colors to the logo.

39

MOBILE APP

The icon is simple and easy to recognize at one glance. Convenient yet powerful.

41

WEBSITE

The website home page emphasizes DHL is a world market leader in sea and air mail.

43

DHL website should contain the dot-pattern, color and typography that follows the specifications in the maual.

44

Contact Information

45

dhl manual

Documents