The Plus – our endorsing emblem

The Plus is our recognizable vehicle, helping us stand out and unifying our brand across all categories. It supercharges all of our products and services with contextual meaning and relevance. The Plus expresses the brand identity and our communicative approach across all touchpoints.

Heritage & utilization

Where does the HARTMANN Plus come from?

Schematic diagram showing the derivation of the plus from the cross in the HARTMANN logo.


The HARTMANN Plus is directly derived from the legacy cross used in the Hartmann brand logo and thus acts as a strong connector to the brand’s heritage.


We use the Plus as a focused stage for image motifs: introducing, highlighting, and elaborating on product and industry topics to generate attention. At the same time, the Plus combines all elements into a memorable overall impression that is uniquely HARTMANN.

A signal for added value.

If you see it, you’ll know there is MORE or EXTRA in there for you. Whether it's an added benefit like skin moisturizing or quicker healing time, or a tangible added value provided on the back of the leaflet or in person to the pharmacy staff.

Single-minded extra benefit.

We maintain a straightforward message hierarchy: ”Plus" serves as our vehicle to emphasize a singular, powerful message that encapsulates our DNA of delivering more. We concentrate on bringing forth and materializing this additional benefit to achieve exceptional prominence.

Universally understood.

As an internationally recognized symbol of expert medical care, it embodies our mission to "make the safety of expert care accessible to everyone”, with a global understanding.

Unmistakeably HARTMANN.

We put it at the center of our communication across all touchpoints and make it a symbol that we are there when needed.

The Plus – our guiding star

The Plus isn’t just decoration; it represents our commitment to improving outcomes for stakeholders. Use it when there is real value—for customers, employer branding, or sustainability. Think of it as a guiding star in our communication toolkit, but use it wisely to maintain impact.


1. Recognition and unification: The Plus symbol serves as a key identifier of the HARTMANN brand across various communication efforts. Its presence unifies the brand’s visual identity and ensures consistent recognition.

2. Prominent yet flexible: The Plus is utilized prominently, yet its flexibility allows for optimal integration with both product and headline elements. This adaptability ensures that the Plus enhances the overall design without hindering the visual flow.

3. Dynamic placement: In alignment with flexibility, the Plus can be positioned to the right, left, or bottom bleed of the layout. This dynamic placement creates visual interest and encourages engagement with the content.

4. Bleeding and inside pages: The Plus is permitted to extend into the bleed area of the layout. This approach creates a sense of expansiveness and modernity in design. On inside pages, bleeding on two sides is also acceptable, maintaining the brand’s contemporary aesthetic.

Design of three title layouts with different placements of cross, text, product, and eye-catchers.

5. Recognizability and balance:While ensuring flexibility, the Plus must always remain recognizable. No other design elements should be compromised in terms of their prominence or importance. The Plus works in harmony with other visuals, contributing to a balanced and impactful composition.

6. Guiding proportions:When adjusting the Plus’s size, maintain good proportions similar to the provided examples. The aim is to achieve a visually appealing balance that aligns with the brand’s design philosophy.

Design of two title layouts with different placements of cross, text, product, and eye-catchers.

7. Guiding proportions: When adjusting the Plus’s size, maintain the right proportions akin to the provided examples. The aim is to achieve a visually appealing balance that aligns with the brand’s design philosophy.

  • For vertical formats, the Plus should cover at least 3/4 of the format’s width.
  • For horizontal formats, the Plus should cover at least 3/4 of the format’s height.
  • For special formats like banners, please see additional information in the online section.
Illustration of five different layouts for cover and banner, explaining the placement and size of the Plus.
"The Plus symbol is a versatile and powerful tool for expressing the HARTMANN brand identity across various communication materials."

The Plus within the ellipse and logo

Schematic representation of title pages with possible placements of the cross.
  • The HARTMANN Plus is displayed either in its entirety or extending into the page margins.
  • Its size is scaled proportionally to that of the logo size.
  • It is consistently positioned outside the ellipse which serves as the designated space for the logo.
Schematic representation of title pages showing how not to use the cross.
  • Overlaps, connections, or direct links between the Plus and the ellipse are not allowed.
  • Do not distort, tilt or rotate the Plus and avoid disproportionate enlargement.
  • Except for inside pages, ensure that the Plus does not extend into the page margin on more than one side. The Plus must always maintain its recognizability.

The Plus in use

The Plus element appears in combination with a Headline, a subline (optional), and a number of bullet points. The bullets take on the shape of a smaller Plus and are limited to three bullets for a single composition. All texts are set in Dark Blue.

The Plus as a mask for photos

The Plus serves as a mask for the photo, with part of the image extending beyond the Plus.
The image content can vary in the photos. The guidelines for photography apply here as well. There are always parts of the picture slightly overlapping the plus shape. It should overlap only in the corners and cover a maximum of 2 sides. The overlapping part of the image must not collide with the shown product and eye-catchers.

The Plus as an image element

The Plus can also be used as a graphic form without image content. The color is always HARTMANN Dark Blue.

The Plus as bullet points

Bullet points in Plus communication take the form of a small dark blue plus sign, highlighting key product or service benefits. Ensure each communication item contains no more than three bullet points.

Design of three title layouts with possible and variable image selection.
Three examples of how to show the plus on leaflet cover pages.

The Plus on leaflet cover pages

  • The Plus symbol is intended for use on all cover pages. However, instead of incorporating a picture within the Plus, you have the option to use a Plus-shaped element filled with a solid color chosen from the primary or secondary Hartmann color palette, excluding turquoise and cyan.

  • Placement: The Plus symbol may extend into the bleed area along any margin as dictated by the layout’s specific requirements.

  • The white platform ellipse should be substituted with the Plus symbol, serving as both a design element and platform. Combining the white ellipse with the Plus symbol is not allowed.
Layout examples of the Plus in landscape and portrait format.

The Plus in horizontal and vertical formats

  • Consistently use the Plus across formats whenever possible.

  • Images may be inverted.

  • The product is positioned directly next to the Plus. The exact placement is variable, but is always in the lower area of the layout.


  • No random placements
  • Nor more than 3 Plus signs on one site (except for bullets)
  • No pattern or background
Three layout examples that show how the Plus should not be used.


Picture ambience

The image motifs used are both descriptive (direct application / impact of the product) and emotional. They tell a story that introduces and explains the product, using fresh, clear colors and depicting likable characters. The visual language never lectures but conveys support and expertise at eye level. The motifs visually express the single most important benefit of the product. In addition to full-body shots, close-ups or images focusing on specific parts of a person or object are also possible.

The image scenarios should align with the specific target groups of the communication (B2B and B2C). However, in individual cases, they can also be placed at a higher level to address more general topics.

𠊏our image examples describing the image concept: Young woman on bus, nurse hugging patient, woman washing hands laughing, nurse talking to bedridden elderly lady.

Additional interpretations

The use of images can be expanded to emphasize the single most important benefit. Instead of using depictions of people, representations of themes or products are conveyed using an overarching message.
Five image examples to describe additional image interpretations: fern, a wrapped plus, tablet with hands, growing plant and a nature image masked by the plus

Best practices

A collection of best practice examples from the Zetuvit Plus Silicone Border Campaign.
Zetuvit Plus Silicone Border Campaign
A collection of best practice examples of Sterilium products.
Sterilium new products

See also

For further information get in touch