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DESIGN SYSTEM

Clear, flexible & easy to use

Our clear design system creates a modern look & feel: Straightforward layout principles allow countless options for a new level of creative excellence.

In this section, you will find information on the following topics:

 

Full flexibility 

Our flexible layout enables tailor-made communication for a specific topic, target group or touchpoint – and still be recognizably Henkel.

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Layout in 3 steps

Explore how to design a layout in only three steps:

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1. Identify the building module for your layout format. All layout elements are based on this unit.
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2. Choose a composition and colors.
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3. Place the Henkel logo and your message.

 

Building module

All elements within a layout are based on one unit – the building module (BM).

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The size of the building module depends on the format.
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Minimum distance between design elements: 2 building modules
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Distance between format border and layout area: 2 building modules
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The building modules determine the minimum distances between all elements.

The Henkel logo has a height of 7 building modules including its protection area. The bounding box helps us to place our logo in the right position within the layout.

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Depending on the composition, our logo can be placed in three general ways: 

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1. Full-image composition: Logo in the layout corners
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2. Format-split composition: Logo in the surface area's corners
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3. In extreme formats: Logo to be placed horizontally or vertically centered.

The size of the building module depends on the format and its longer side.

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Examples

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A selection of formats with different building modules

The size of the building module depends on the format section. All formats within a section use the same building module.

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Examples

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Basic compositions

Our flexible layout system is based on the segmentation of formats, enabling tailor-made and impactful communication.

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Full-image compositions for maximum impact
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Flexible horizontal or vertical multiple units
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Image split for impactful storytelling

We use the one-unit format to highlight an image and maximize its impact. 

Images are used in full bleed.

Text should be left-aligned. The vertical position is flexible.

For more expressive layouts, we create text-image compositions which integrate the headline into the image.

Format splits organize complex content in a layout by using color, font sizes, and image combinations.

The horizontal and vertical segmentation of formats is flexible.

For standard, single-topic touchpoints, we recommend a maximum of three units. 

The units can be individually filled with different content. However, each unit needs to have a specific function.

For easier handling, we recommend harmonious proportions of halves, thirds, quarters or sixths to organize content units.

Image units can be additionally split into two parts.

 

Typography

Our design typeface Henkel GT Flexa feels innovative, bold, and dynamic, thus strongly reflecting our Henkel brand positioning. 

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Use different font styles to highlight your message.
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Use different font styles and sizes to highlight your message.
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You may integrate typography into an image.
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Mix different font styles to use the entire layout.

Please see the typography section on how to apply our different typefaces.

 

Call-to-action buttons

Our buttons serve as activating and guiding elements, containing an URL or other call-to-action content.

Round corners

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The buttons have round corners, in contrast to the rectangular format units.

Dimensions

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The left and right padding of the button equals 2 BM. The element itself has a height of 2 BM.

Font size in buttons 

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Example for the font size in buttons: 1 BM = 7 mm – Font size = 2 BM in pt = 14 pt

Call-to-action on colored backgrounds

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Please ensure sufficient contrast and at least 2 BM distance between CTA and other elements.

Call-to-action on images

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Please ensure sufficient contrast and at least 2 BM distance between CTA and other elements.

CTA button: Henkel red 

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Use on all colored backgrounds

CTA button: white

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Use on Henkel red or images when the contrast of Henkel red is too low

CTA size in print media

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CTA size in digital media

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Dos and don’ts

Please have a look at our dos and don’ts for our design system.

Dos

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Legibility should be guaranteed.
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Clear division of units
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Please use one color combination per layout.
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Adding a second image should enrich the content.

Don’ts

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When placing text on an image, legibility should always be ensured.
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Units should be positioned at right angles to one another.
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One color combination per layout, every unit serves a purpose.
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Images should add value by being distinctive.

 

Examples