Henkel dx Ventures is the corporate venture capital arm of Henkel’s consumer goods business. Our mission is connecting value-driven capital with our established ecosystem to create the next. We partner with startups for co-innovation and invest in promising ventures.
Henkel dx Ventures creates innovation which focuses on consumer packaged goods (CPG) to shape and guide digital transformation.
Henkel dx Ventures is an associated brand in the Henkel brand architecture. As such it remains clearly linked to the Henkel brand itself while it is a highly specialized entity with a distinctive appearance and logo, its own value proposition, and a well-defined target group. Nevertheless, it supports the larger purpose as well as the strategic agenda of the Henkel brand.
These guidelines detail Henkel dx Ventures’ value proposition and brand strategy, introduce the key visual elements, and serve as a guide for their application. The basic elements apply to all media as well as formats and ensure a coherent, recognizable brand identity.
In this section, you will find information on the following topics:
Henkel dx Ventures is an associated Henkel brand. Henkel dx Ventures is the corporate venture capital arm of Henkel’s consumer goods business. Our mission is connecting value-driven capital with our established ecosystem to create the next. We partner with start-ups for co-innovation and invest in promising ventures. Even though it is a highly specialized entity with a distinct appearance, its own value proposition, and a well-defined target group, it remains clearly linked to the Henkel brand and supports its larger purpose as well as strategic agenda to shape and guide transformation.
WHAT DOES THE ABBREVIATION dx STAND FOR?
Digital applied is our world. Here “d” stands for digital. Taking a closer look at the logo, the “d” appears as a “c”. It stands for customer and consumer experience. Because every day, without exception, Henkel dx Ventures focuses on our customers and consumers. The “x” has several meanings. Henkel dx Ventures is all about digital experience. It brings together digital experts, explorers, extrapreneurs, who exponential impact. Last but not least, the unit is characterized by a curiosity that aims to explore the unknown “x” which comes its way.
USING START-UP CULTURE TO LEAD OUR BUSINESS
The world is changing, ever-faster. Digital ideas and concepts disrupt the business models considered certainties. By using the change culture and partnering with start-up companies, Henkel dx Ventures leverages the digital markets‘ dynamics and takes its place at the forefront of the future of its industries.
FUELED BY INNOVATION POWER
REVOLUTIONIZING THE FUTURE OF COMMERCE
The strength of Henkel dx Ventures lies in its team, its strong network, and Henkel’s longstanding experience in CPG and industrial business. It sees itself as a part of a vibrant ecosystem of tech experts who share knowledge and ideas to rethink the future of commerce, bridging the virtual and the physical worlds.
The logo is composed of the dx wordmark in combination with a smaller Henkel wordmark. To make it more legible, this combination should only be used when the dimension allows good readability of the Henkel wordmark as well as the addition “ventures” in small letters. Use the logo in combination with the Henkel wordmark in a minimum size of 45 pixels. The text version “Henkel dx Ventures” can be used as an alternative to the logo if the logo cannot be displayed in sufficient size and legibility. Use of the logo is permitted in black or white only. Any use of a colored logo is prohibited.
In all copy texts “Henkel dx Ventures” constitutes the valid version.
Protection area and spacing
To ensure that the logo is always legible, a minimum number of building modules (BM) to be used for the protection area has been defined. This extends to all applications.
Henkel dx Ventures focuses on a reduced color palette to ensure a distinctive and unique visual look and feel.
Henkel dx Ventures uses warm grey and white as its primary colors. These are complimented by the accent color bright mint and dark lilac.
Henkel dx Ventures employs two characteristic accent colors: bright mint and dark lilac. These cater to the distinctive look but create visible ties to the overarching Henkel brand and its progressive colors. They may only be combined with the grey tone.
The shown percentages reflect the relative distribution of main and accent colors in the overall impression we want to achieve for the Henkel dx Ventures brand. Please bear in mind: these are not numeric color values or color gradations but they reflect the distribution of color in any given medium or at any touchpoint. The ratio provides an indication of the overall look-and-feel of the various formats.
Unique Color Combination
Segoe UI is defined as the standard font family for both print and digital applications. It is a standard system typeface.
Henkel GT Flexa
As a variation, GT Flexa may be used for events or special purposes. Segoe UI should, however, remain the standard font for all communication collaterals. Find more information about the font download in the chapter Typography.
On white backgrounds
On warm grey backgrounds
Toplines, set in bold font styles, are optional. On white backgrounds, capital letters must be used.
When set in black, headlines have the greatest visual impact. They can be used either against a warm grey backdrop, focusing on the origin of the Henkel dx Ventures’ colors, or against a pure white background which signifies its provenance from the Henkel brand. This principle of duality should always be applied in headlines. In either headline variety, color accents are not permitted.
Subheadlines add depth to the exposition of the headline’s topic or they serve as an introduction the next stanza. Therefore, the positioning of the subheadline, set in semilight font style, varies. The application of white or warm grey background further indicates this.
Copy text is set in black and the column width is variable.
When entering quotes, the quotation marks can function as color accents: mint on white background and lilac on grey are permissible. The hierarchy of typography as shown here applies to all available Henkel dx Ventures font styles.
The Henkel dx Ventures’ imagery reflects what the brand represents and the way it sees and impacts the world around it.
Every image composition is based on two key parameters: content and style. While “content“ defines what the Henkel dx Ventures imagery depicts, “style“ specifies the formal parameters which guarantee a recognizable look-and-feel for the imagery as a whole.
Key content imagery
There are four main content areas in the imagery which are based on the Henkel dx Ventures brand positioning:
1. START-UP MINDS
2. PLAYING AT THE DIGITAL FOREFRONT
3. DIGITAL COLLABORATION
In all of these images, human interaction constitutes the pivotal element. They portray teams working together or depict individuals who focus on a specific challenge, interact with their environment or with digital devices. It abstains from using shallow or generic imagery whenever possible. The general mood of the pictures can vary but should always carry a positive connotation.
4. CREATIVE IMAGERY
Images that do not focus on the interaction of people, accompany them in a slightly futuristic, digitally enhanced setting. They display an environment that has a degree of abstraction as well as colorful lighting which establishes a very special, creative atmosphere.