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.
Creating designs with the ellipse
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.
Best practice examples
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.