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PICTOGRAMS

Always recognizable

Pictograms support our brand design. They are clear and functional in their design and thus can be easily understood.

In this section, you will find the following information:

Visual Concept

Grid

Key shapes

construction

relation to typography

Dos and Don'ts

Downloads

Examples

Visual concept

Our pictograms flow harmoniously from the corporate design.

They are based on our typography and the main features of the individual glyphs – the contemporary construction of the typography combined with the ink traps as the brand-defining distinction of this brand asset.

Grid

To ensure a uniform appearance, the same grid was used for all pictograms.

Pixel grid

Our pictograms are designed on a 32 x 32 pixel grid.

Protection area

The protection area within the format is 2 pixels.

Key shapes

The pictograms are developed based on four key shapes: Square, circle, rectangle in portrait format and rectangle in landscape format. This guarantees uniform sizes for basic shapes and proportions in the design.

Logo height incl. protection area: seven building modules

Circle

Square

Rectangle in landscape format

Rectangle in portrait format

Construction

To ensure that our pictograms always follow the same visual rules, they are based on a number of parameters:

Line thickness

All icons are designed with the same line thickness: 2 px.

Bevels

The bevel is the only element that is not on the grid and the size is given. It is set at 45° from line to line so that a pixel is cut 45° diagonally.

Angles

Mix different angles when designing the pictograms.

Relation to typography

We use harmonious proportions, whenever pictograms and typography are combined.

Combination

The width of the icon and its bounding box is equal to the size of the font. The distance between the pictogram and the text is always: 1/2 width.

Alignment

The pictogram is aligned with the text.

Position

The position of the icon and text can be swapped.

Dos and don'ts

Dos

Design inside the pixel grid.

Design all icons with the same line thickness: 2 px.

Design with angles and bevels.

Design in a simple and clear way.

Don'ts

Design outside of the pixel grid

Mixing different line thicknesses

Design with rounded corners

Design complex icons with different shapes or shadows

Examples

Downloads

Information for external users:

To receive the pictograms basic set, you first have to register for our Brand Hub download portal. Please see the instructions on how to complete the registration. After registration you will receive a confirmation that your access has been activated and you will be able to download the pictograms.

For Henkel employees, no separate registration is necessary. You will be automatically directed to the download page via Henkel MyID or you also get our pictograms selection in the Power Point template (to find on the starting page of Power Point under the tab "New").

Pictograms - Basic set