LAYOUT PRINCIPLES

A clear and unique brand expression for our business unit

Within the Henkel design system we developed straightforward layout principles, that allow countless options for a new level of creative excellence.

Flexibility

Our flexible layout enables tailor-made communication for a specific topic, target group or touchpoint – and still be recognizably Henkel Adhesive Technologies. From reduced and informative to expressive and storytelling.

Layout principles

Layout in 3 Steps

Explore how to design a layout in only three steps:

1. Identify the building module for your layout format. All layout elements are based on this unit.
1. Identify the building module for your layout format. All layout elements are based on this unit.
2. Place the Henkel logo and descriptor in the top or the bottom of the format.
2. Place the Henkel logo and descriptor in the top or the bottom of the format.
3. Start layouting by choosing the color for your composition and place your communication assets like text elements, images and CTAs.
3. Start layouting by choosing the color for your composition and place your communication assets like text elements, images and CTAs.

Henkel logo and descriptor in case of product communication

IIf the product brand is used as the main sender in the communication, a smaller version of the Henkel logo is placed in the layout to identify the umbrella brand.  In this case the product brand is highlighted and has the endorsement of Henkel logo and BU descriptor.

The Product brand should be always placed at the top of the communication asset and Henkel logo + descriptor at the bottom.

In combination with another Henkel Adhesive Technologies product brand, always use the Henkel brand design. When LOCTITE is the only sender, please refer to the LOCTITE Brand Guideline

Composition

Basic compositions

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

Full image composition for maximum impact
Full image composition for maximum impact
Flexible multiple units
Flexible multiple units
Image split for impactful storytelling
Image split for impactful storytelling
Dynamic split
Dynamic split

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

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

Image units can be additionally split into two parts.

Use dynamic composition for maximum progressive impact of your communication.

For detailed information on the Henkel masterbrand design system, please see Design System

Have a look into our templates in Advertising and start designing your communication.