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rebranding for dhl
Citation preview
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
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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.
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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.
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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.
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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
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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.
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Standard version
ADDITIONAL IDENTITIES
The standard version is to be used on stationery, packages, websites, mobile apps, vehicles, and other advertising.
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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
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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.
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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.
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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
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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ITC Officina Serif - Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ITC Of!cina Sans Std - Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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C / 10M / 100Y / 90K / 20
DHL Logo color
C / 1M / 25Y / 100K / 0
C / 75M / 50Y / 25K / 75
PRIMARY COLORS
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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
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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
BRUCE WAYNECEO and ChairmanBRUCE WAYNE
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
BRUCE WAYNECEO and ChairmanBRUCE WAYNE
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
BRUCE WAYNECEO and ChairmanBRUCE WAYNE
t. 1. 800.001.0002f. 1. 626.001.0003
1234 Wonder AvenueLos Angeles CA 91100
CEO and Chairman
CEO and Chairman
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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.
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.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.
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AIRCRAFT
Above are examples of DHL logo on plane and truck. The colors of lamination should be identical with the standard logo.
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EXPRESS ENVELOPE
The typography on the Express envelope and the International Air Waybill should follow the chosen typography on page 21-22.
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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.
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DHL website should contain the dot-pattern, color and typography that follows the specifications in the maual.
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