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Design Basics

Design Basics – activating core brand elements

A unified brand identity built on a strong foundation

To achieve a uniform appearance across all channels, the individual design elements are described and adapted to meet the different requirements. Rules for all areas of application are derived from these specifications.

Logo

The new logo is firmly anchored in the design of its predecessor with changes made to highlight a sense of purity, freshness and brand recognition.

Typography

Illustration of HARTMANN typography: white lettering on blue background

Our new choices of typefaces help us communicate with ease and clarity, while also offering good legibility and technical robustness.

Photography

A photo of a young family on the beach to illustrate the HARTMANN visual language.

Our photography illustrates our dedication to the well-being of all people. Its style is honest, clear and focused without any artificial or overly dramatic elements.

Color

By choosing a color palette wisely, our brand identity can speak for itself with bold colors that drive home messages of strength, reliability, and trust.

Ellipse

Our ellipse has a unifying role. Its unique form acts as the stage on which to present both the brand and actual content. It stands for helping, caring, and protecting.

The Plus

Dark blue cross on cyan background.

The cross from the logo provides the basis for the development of this core brand element. Used as a mask and graphic, the plus supports the brand's unique character.

Tone of Voice

Illustration of a face with speech bubble saying "Hello".

Our communication is clear and to the point. It blends compassion with clinical, operational business and patient outcome.

Iconography

Illustration of different HARTMANN icons, such as an ambulance or a wheelchair.

The HARTMANN main icon set is based on the characteristics found in the corporate typeface Panton. Clear, reduced forms convey a sense of clarity.

Illustrations

Collage of various illustrations, such as that of a man holding a tablet in his hands.

Illustration is a powerful tool to distinguish us from competitors and create a strong connection with our audiences. Illustrations enhance our visual language.

Charts and infographics

A pie chart next to a bar chart.

Graphs and charts allow us to condense large amounts of data into easy-to-understand formats. Clarity and legibility matter greatly.

Eye-catchers

Illustration of various graphics in bright colours that serve as eye-catchers

The clear and simple use of colors and shapes is also reflected in the design of Eye-catchers. We use them sparingly and with great focus.

For further information, get in touch

HARTMANN Branding Support

Please email us at branding.support@hartmann.info