Ellipse

Our ellipse has a unifying role. Its unique form acts as stage in which to present both the brand and brand information.

Where the ellipse comes from

The ellipse visualizes our dedication to care and protection while translating our brand attitude into the design. Its oval shape comes from the logo and is a vibrant design element throughout the communication.

This is not a regular ellipse shape. This is our unique corporate signature which visualizes our brand attitudes into the design. It stands for helping, caring, and protecting.

An illustration showing the HARTMANN ellipse once with and once without HARTMANN lettering.

Creating designs with the ellipse

Here are some basics for designing with the ellipse.
Different variations of images with the HARTMANN ellipse.
Title
The ellipse must be used primarily for any HARTMANN communication for ads, posters and other single page media, as well as covers, landing pages, and all facing pages of any multi-pages media in general. You will find examples of when and how to pick the right ellipse on the next pages.
Various examples of how the HARTMANN ellipse can be used together with text.
Stage for copy

In inner pages the ellipse can be used as a text box to structure the layout and highlight important content like quotes, insights or statements.

Avoid overusing the ellipse in inner pages and reserve it for key messages.

Various examples of how the HARTMANN ellipse can be used as an image container.
Image container
In inner pages, the ellipse can also be used as an image container to highlight important images.

Best practice examples

Below, you see examples of a portrait format advertisement with an extended ellipse, a salesfolder, and a DIN A4 book portrait format.
Best practice examples of a portrait format advertisement with extended ellipse, a salesfolder and a DIN A4 book portrait format.

Examples for back cover designs

In principle, the ellipse is reserved for key moments, so it does not necessarily have to be used on the back side. The back side can be single-colored in Bright Blue or white, but Bright Blue should be used if possible. When images are placed on the back side, the M1 or M2 ellipse can be used as shown in the examples. The HARTMANN logo and address are always together on the back side. Depending on the format and layout, the address can be placed below or next to the logo. The protective space of the logo must be respected.

Examples of back cover designs with the ellipse.

Exception – magazines

In magazines, the ellipse S has to be placed at the bottom, as shown here.
Examples of magazine covers in the HARTMANN visual language.

See also

For further information, get in touch

Please email us at branding.support@hartmann.info