Dekra

Official Websites

• https://www.dekra.com
• https://www.dekra.de
• http://www.dekra.com
• https://www.dekra.dk
• https://www.dekra-norisko.fr
• https://www.dekra-pl.com
• https://www.dekra.it
• https://www.dekra-arbeit.de

Brand Guidelines

2023

Brand Summary

Mission

• To be the global partner for a safe, secure, and sustainable world, presenting DEKRA in a consistent and professional manner across all social media platforms [^1].

Core Values

• safety
• security
• sustainability
• expertise
• innovation
• authenticity
• professionalism
• approachability
• global presence
• consistency

Target Audience

• End customers (B2C) up to mid-40s, business customers (B2B), decision-makers, applicants, trade press, multipliers, and a mix of B2B and B2C audiences depending on the platform [^2].

Personality Traits

• professional
• confident
• approachable
• authentic
• respectful
• emotive
• innovative
• safety-focused

Visual Identity Overview

• The visual identity is defined by realistic, natural imagery, expressive compositions, and a color palette centered on DEKRA green, dark blue, yellow, orange, black, and white. The Noto Sans font is used for global consistency. Iconography is simple, bold, and memorable, and layouts emphasize clarity, free space, and accessibility. The logo and claim ‘On the safe side’ are central, with strict guidelines for placement and usage [^3].

Categories

Brand Voice

• INFORMAL Professional, confident, as equals, emotive imagery, emojis
• FORMAL Professional, maintaining emotional distance
• INFORMAL Less formal, professional, respectful, cautious, as equals, emotive imagery, few emojis, avoid addressing directly
• Depending on the video/ target group

Brand Imagery

• The DEKRA imagery has a realistic look and features natural images. Manipulated or heavily edited images are not used.
• Composition: Expressive image structure that creates a sense of depth and is visually appealing. Content: Everyday situations that viewers can identify with and that offer realistic insights into the brand.
• Color scheme: Natural light, no subsequent filters.
• Use dark images only when absolutely necessary.
• Images without text can be placed in the triangular image container or can be combined with the Image-Mark or the DEKRA Shield.
• Elements: Image-Mark, section of DEKRA Shield, and Triangle.
• Colors: Triangle in DEKRA colors, the Image-Mark in green on a white Triangle, the Image-Mark without a background in white or green or dark green background with white.
• Images with text can use the full range of design elements.
• Elements: Triangle/Shield combination, Triangle in solid colors, Triangle as an image container, DEKRA Shield as an image container, DEKRA Shield and green text box.
• Use of the Logo: The Logo is not used in addition.
• Colors: • White background: dark green Headlines, body text and captions/Sub-Headlines in black. • Dark green background: white Headlines, Sub-Headlines, and body text. • Note: Light green may not be used for large backgrounds; it is intended for calls to action and small design elements.
• Font: • Noto Sans (see p.8)
• Punctuation: Use regular punctuation including very sparing use of exclamation marks.
• Photos without text can be combined with design elements to create the brand context. All the above-mentioned design guidelines that do not relate to the use of photos apply.
• Texts without photos can be combined with design elements to create the brand context. All the above-mentioned design guidelines that do not relate to the use of photos apply.

Color Palette

• Colors determine our visual identity in the digital space as well. The defined green tones and accent colors form the framework for the design but are supplemented by further color variants. As a result, there is a range of color gradations for all colors in the corporate design which can be used to sup­plement digital designs. This creates additional options in the design of functional elements and displays them in an accessible way. In addition to a digital white and black tone, colors are also defined for displaying certain technical information (for in­stance, red for error displays) for the digital space. The color design in the digital space should also follow the correct color ratio to ensure DEKRA has a seamless overall look.
• DEKRA Logo green RGB 0/129/67 HEX #008143 For the Logo and elements based on it
• Dark blue RGB 0/46/85 HEX #002E55 For design elements
• Dark green RGB 0/107/82 HEX #006B52 For backgrounds, Headlines, and design elements
• Yellow RGB 255/204/0 HEX#FFCCOO For design elements
• Light green RGB 100/179/44 HEX #64B32C For calls to action and small design elements
• Orange RGB 239/124/0 HEX #EF7CO0 For design elements
• Digital black RGB 0/0/0 HEX #000000 As a font color
• White RGB 255/255/255 HEX #FFFFFF For backgrounds or as a font color
• The percentages provided for the colors are a guideline for the overall appearance of the brand.
• The following is an excerpt from our digital color palette. It contains colors with high contrastand ensures good readability on screens. The targeted selection of color combinations supports accessibility.
• More information on the defined colors for online applications can be found in the online style guide (available from July 18, 2023).
• Light green 900 rgba (19,77,0,1) hsla (105,100,15,1) #134D00 800 rgba (25,102,0,1) hsla (105,100,20,1) #196600 700 rgba (74,154,20,1) hsla (96,77,34,1) #30B000 600 rgba (74,154,20,1) hsla (96,77,34,1) #4A9A14 500 -Main rgba (100,179,44,1) hsla (95,61,144,1) #64B32C 400 rgba (149,227,93,1) hsla (95,71,63,1) #95E35D 300 rgba (177,255,121,1) hsla (95,100,74,1) #B1FF79 200 rgba (213,253,158,1) hsla (85,96,81,1) #D5FD9E 100 rgba (232,254,180,1) hsla (78,97,85,1) #E8FEB4 50 rgba (240,247,234,1) hsla (92,45,94,1) #FOF7EA
• Natural light, no subsequent filters.
• Color spectrum
• Use dark images only when absolutely necessary.
• Triangle in DEKRA colors, the Image-Mark in green on a white Triangle, the Image-Mark with­out a background in white or green or dark green background with white.
• Note: Light green may not be used for large backgrounds; it is intended for calls to action and small design elements.
• White background: dark green Headlines, body text and captions/Sub-Headlines in black. Dark green background: white Headlines, Sub-Headlines, and body text.

Typography

• We use the Noto Sans font in our digital media to create a uniform appearance. It offers characters in all languages, making our brand recognizable worldwide.
• The following font styles are available when design­ing various text elements for digital media: Headlines and copy text Noto Sans Regular Subtitle, Sub-Headlines and highlights Noto Sans Bold Headlines and highlights Noto Sans Black
• Font: • Noto Sans (see p.8) Punctuation: Use regular punctuation including very sparing use of exclamation marks.
• Font: Noto Sans (see p.8)

Logo Usage

• Our Instagram page has a distinctive profile picture that shows our Image-Mark in green on a white background. This color scheme makes it easier to identify and position the profile picture so followers can recognize the DEKRA page more readily.
• For use within DEKRA, the Image-Mark should be used rather than the full DEKRA Logo.
• The Logo is only placed at the beginning and end of the video. It does not need to be permanently placed in the image.

Tone And Messaging

• INFORMAL Professional, confident, as equals, emotive imagery, emojis
• FORMAL Professional, maintaining emotional distance
• INFORMAL Less formal, professional, respectful, cautious, as equals, emotive imagery, few emojis, avoid addressing directly
• Depending on the video/ target group
• Focus on motorsports technical commissioners, emotive imagery, DEKRAB2C services, behind the scenes (personal)
• Larger national events, national company group topics, personnel/jobs, industry news, service advertising (cross-selling)
• Press releases+ important company topics, DEKRAB2C services, avoid addressing directly
• Press releases, events, nationwide, industry news
• DEKRA B2C/B2B services, image films. Moving image only.

Brand Values

• “On the safe side” is the central promise of the brand.
• The claim is not linked to the Logo. It has a clear and at the same time restrained sender function. The visibility of the claim must be guaranteed. In the case of smaller formats, it must be checked whether the claim is readable. For example, to use the claim on small formats, it can be used as a single post in social media.
• The claim “On the safe side” should preferably be used worldwide.
• The existing national claims, such as “Alles im grunen Bereich”, retain their validity and can continue to be used if culturally necessary.
• The protective space of the claim is the height of one capital letter.
• The text color of the claim adapts to the layout accordingly.

Visual Style

• The overall color scheme should incorporate green, beige, blue, and neutral tones, creating a professional yet approachable atmosphere. The composition should focus on the group interacting naturally, with the banner and logo clearly visible to indicate branding.
• Colors determine our visual identity in the digital space as well. The defined green tones and accent colors form the framework for the design but are supplemented by further color variants. As a result, there is a range of color gradations for all colors in the corporate design which can be used to supplement digital designs. This creates additional options in the design of functional elements and displays them in an accessible way. In addition to a digital white and black tone, colors are also defined for displaying certain technical information (for instance, red for error displays) for the digital space. The color design in the digital space should also follow the correct color ratio to ensure DEKRA has a seamless overall look.
• DEKRA Logo green RGB 0/129/67 HEX #008143 For the Logo and elements based on it Dark blue RGB 0/46/85 HEX #002E55 For design elements Dark green RGB 0/107/82 HEX #006B52 For backgrounds, Headlines, and design elements Yellow RGB 255/204/0 HEX#FFCCOO For design elements Light green RGB 100/179/44 HEX #64B32C For calls to action and small design elements Orange RGB 239/124/0 HEX #EF7CO0 For design elements Digital black RGB 0/0/0 HEX #000000 As a font color White RGB 255/255/255 HEX #FFFFFF For backgrounds or as a font color
• The percentages provided for the colors are a guideline for the overall appearance of the brand.
• The following is an excerpt from our digital color palette. It contains colors with high contrast and ensures good readability on screens. The targeted selection of color combinations supports accessibility.
• We use the Noto Sans font in our digital media to create a uniform appearance. It offers characters in all languages, making our brand recognizable worldwide.
• The following font styles are available when designing various text elements for digital media: Headlines and copy text Noto Sans Regular Subtitle, Sub-Headlines and highlights Noto Sans Bold Headlines and highlights Noto Sans Black
• Use the recommended file types: jpg, png, or MP4. Make sure images do not contain more than 20% text. Note that only 125 characters of text are displayed in the feed. The rest has to be expanded. Use images and videos that focus on people and what they do. Choose images and videos that convey a positive atmosphere, with a natural, bright ambience in line with our visual style. Pay attention to the free space for all formats.
• Our Instagram page has a distinctive profile picture that shows our Image-Mark in green on a white background. This color scheme makes it easier to identify and position the profile picture so followers can recognize the DEKRA page more readily.
• Use icons according to the iconography guidelines in DEKRA green and with a white background.
• Post on feed Square 1:1 1080x 1080 pixels Free space 950 x 950 pixels 1080 x 1080 pixels Make sure that main image and text elements used are always located within the free space.
• Post on feed in portrait format Portrait 4:5 (vertical format) 1080 x 1350 pixels Free space 950 x 950 pixels 1080 x 1350 pixels
• When creating a post with a carousel gallery, it is important to set it up as two individual images. If the post spans two images in the Instagram grid, asset (1) should be saved as a gallery next to asset (2). This ensures that the post is displayed correctly and that the slider works as intended. 1080 x 1080 pixels
• For use within DEKRA, the Image-Mark should be used rather than the full DEKRA Logo.
• “On the safe side” is the central promise of the brand. The claim is not linked to the Logo. It has a clear and at the same time restrained sender function. The visibility of the claim must be guaranteed. In the case of smaller formats, it must be checked whether the claim is readable. For example, to use the claim on small formats, it can be used as a single post in social media. The existing national claims, such as “Alles im grunen Bereich”, retain their validity and can continue to be used if culturally necessary. The protective space of the claim is the height of one capital letter. The text color of the claim adapts to the layout accordingly. The claim “On the safe side” should preferably be used worldwide.
• The DEKRA imagery has a realistic look and features natural images. Manipulated or heavily edited images are not used.
• Composition: Expressive image structure that creates a sense of depth and is visually appealing. Content: Everyday situations that viewers can identify with and that offer realistic insights into the brand.
• Color scheme: Natural light, no subsequent filters.
• Use dark images only when absolutely necessary.
• Images without text can be placed in the triangular image container or can be combined with the Image-Mark or the DEKRA Shield.
• Elements: Image-Mark, section of DEKRA Shield, and Triangle.
• Colors: Triangle in DEKRA colors, the Image-Mark in green on a white Triangle, the Image-Mark without a background in white or green or dark green background with white.
• Images with text can use the full range of design elements.
• Elements: Triangle/Shield combination, Triangle in solid colors, Triangle as an image container, DEKRA Shield as an image container, DEKRA Shield and green text box.
• Use of the Logo: The Logo is not used in addition.
• Colors: • White background: dark green Headlines, body text and captions/Sub-Headlines in black. • Dark green background: white Headlines, Sub-Headlines, and body text. • Note: Light green may not be used for large backgrounds; it is intended for calls to action and small design elements.
• Font: • Noto Sans (see p.8)
• Punctuation: Use regular punctuation including very sparing use of exclamation marks.
• Texts without photos can be combined with design elements to create the brand context. All the above-mentioned design guidelines apply that do not relate to the use of photos.
• Icons are used to represent information or interactions in a simple way. The basic principle of an icon is that viewers can grasp its meaning with a quick glance. The symbol should therefore be as simple and self-explanatory as possible. Icons should also be recognizable and memorable.
• DOS Line width: Maintain an even visual weight for all icons with a balanced line width for optimal use in different sizes. Corners: Use a corner radius that is rounded in an even, balanced manner. Style: Please use icons that have bold outlines. Composition: Use just a few elements with simple shapes and lines for more clarity. Color: Use primary colors and positive or negative on colored backgrounds.
• DON’TS Line width: Do not use icons that look heavier or brighter than other icons of the same size. Lines should not be of different weights, even within the same icon. Corners: Do not mix or use different corner radii or straight corners. Style: Do not mix and use different styles, such as hand-drawn lines or sketches, isometric, realistic, flat and filled, monochrome, and gradient designs. Composition: Do not use complex and cumbersome elements in the same icon, and do not use shapes as backgrounds, as this limits readability. Color: Do not include different colors in outlines or filler.

Iconography

• Use icons according to the iconography guidelines in DEKRA green and with a white background.
• Icons are used to represent information or inter­actions in a simple way. The basic principle of an icon is that viewers can grasp its meaning with a quick glance. The symbol should therefore be as simple and self-explanatory as possible. Icons should also be recognizable and memorable.
• DOS Line width: Maintain an even visual weight for all icons with a balanced line width for optimal use in different sizes. Corners: Use a corner radius that is rounded in an even, balanced manner. Style: Please use icons that have bold outlines. Composition: Use just a few elements with simple shapes and lines for more clarity. Color: Use primary colors and positive or negative on colored backgrounds.
• DON’TS Line width: Do not use icons that look heavier or brighter than other icons of the same size. Lines should not be of different weights, even within the same icon. Corners: Do not mix or use different corner radii or straight corners. Style: Do not mix and use different styles, such as hand-drawn lines or sketches, isometric, realistic, flat and filled, monochrome, and gradient designs. Composition: Do not use complex and cumber­some elements in the same icon, and do not use shapes as backgrounds, as this limits readability. Color: Do not include different colors in outlines or filler.
• ► Database: fontawesome.com Font Awesome offers a wide selection of free icons. A license is required for access to the entire database. If necessary, you can obtain licenses by contacting corporate-design@dekra.com.

Layout And Composition

• Pay attention to the free space for all formats.
• Post on feed Square 1:1 1080x 1080 pixels Free space 950 x 950 pixels 1080 x 1080 pixels
• Make sure that main image and text elements used are always located within the free space.
• Post on feed in portrait format Portrait 4:5 (vertical format) 1080 x 1350 pixels Free space 950 x 950 pixels 1080 x 1350 pixels
• When creating a post with a carousel gallery, it is important to set it up as two individual images. If the post spans two images in the Instagram grid, asset (1) should be saved as a gallery next to asset (2). This ensures that the post is displayed correctly and that the slider works as intended. 1080 x 1080 pixels
• The claim is not linked to the Logo. It has a clear and at the same time restrained sender function. The visibility of the claim must be guaranteed. In the case of smaller formats, it must be checked whether the claim is readable. For example, to use the claim on small formats, it can be used as a single post in social media.
• The protective space of the claim is the height of one capital letter.
• The text color of the claim adapts to the layout accordingly.
• Composition: Expressive image structure that creates a sense of depth and is visually appealing.
• Use dark images only when absolutely necessary.
• Images without text can be placed in the triangular image container or can be combined with the Image-Mark or the DEKRA Shield.
• Elements: Image-Mark, section of DEKRA Shield, and Triangle.
• Colors: Triangle in DEKRA colors, the Image-Mark in green on a white Triangle, the Image-Mark without a background in white or green or dark green background with white.
• Images with text can use the full range of design elements.
• Elements: Triangle/Shield combination, Triangle in solid colors, Triangle as an image container, DEKRA Shield as an image container, DEKRA Shield and green text box.
• Use of the Logo: The Logo is not used in addition.
• Colors: • White background: dark green Headlines, body text and captions/Sub-Headlines in black. • Dark green background: white Headlines, Sub-Headlines, and body text. • Note: Light green may not be used for large backgrounds; it is intended for calls to action and small design elements.
• Font: • Noto Sans (see p.8)
• Punctuation: Use regular punctuation including very sparing use of exclamation marks.
• Texts without photos can be combined with design elements to create the brand context. All the above-mentioned design guidelines apply that do not relate to the use of photos.
• Icons are used to represent information or inter­actions in a simple way. The basic principle of an icon is that viewers can grasp its meaning with a quick glance. The symbol should therefore be as simple and self-explanatory as possible. Icons should also be recognizable and memorable.
• Line width: Maintain an even visual weight for all icons with a balanced line width for optimal use in different sizes.
• Corners: Use a corner radius that is rounded in an even, balanced manner.
• Style: Please use icons that have bold outlines.
• Composition: Use just a few elements with simple shapes and lines for more clarity.
• Color: Use primary colors and positive or negative on colored backgrounds.
• Line width: Do not use icons that look heavier or brighter than other icons of the same size. Lines should not be of different weights, even within the same icon.
• Corners: Do not mix or use different corner radii or straight corners.
• Style: Do not mix and use different styles, such as hand-drawn lines or sketches, isometric, realistic, flat and filled, monochrome, and gradient designs.
• Composition: Do not use complex and cumber­some elements in the same icon, and do not use shapes as backgrounds, as this limits readability.
• Color: Do not include different colors in outlines or filler.
• When using the design elements in social media videos, please refer to the design guidelines for static posts.
• When designing a story on Instagram, it’s impor­tant to consider the free space so that the content is always within this zone. Otherwise, UI elements can obscure part of the content, negatively impacting the user experience and the story’s effectiveness. In addition, it is important to comply with the minimum size requirements to ensure that the content is clear and easy to read.
• Portrait 9:16 (vertical format) 1080 x 1920 pixels Free space 850 x 1518 pixels Regularly check the current INSTAGRAM formats.
• The Logo is only placed at the beginning and end of the video. It does not need to be permanently placed in the image.
• PIXEL RATIOS AND FREE SPACE When designing a video on Instagram, it’s important to consider the free space so that the content is always within this zone. Otherwise, surface elements can obscure part of the content, negatively impacting the user experience and the video’s effectiveness. In addition, it is important to comply with the minimum size requirements to ensure that the content is clear and easy to read.
• Square in-feed video Square 1:1 1080x 1080 pixels Free space 950 x 950 pixels
• Portrait in-feed video Portrait 4:5 (vertical format) 1080 x 1350 pixels Free space 950 x 950 pixels
• Instagram stories Portrait 9:16 (vertical format) 1080 x 1920 pixels Free space 850 x 1518 pixels Video length max. 15 seconds Instagram reels Portrait 9:16 (vertical format) 1080 x 1920 pixels Free space 850 x 1518 pixels Video length max. 60 seconds

Social Media Guidelines

• Social media is an indispensable part of a modern range of communication and marketing tools. This guideline shows how our new corporate design is implemented in a targeted way for the specific channels in our communications on the various so­cial media platforms -including Instagram, Linke­din, Facebook, Twitter, and YouTube. The structure of the individual sections is designed to make it simple and efficient to implement the guidelines. The relevant teams and agencies receiving this guideline are asked to carefully incorporate the graphic and textual specifications set down in the document so that DEKRA can be presented in a consistent and professional manner.
• Four to six hashtags are used per post. and not necessarily in a fixed order, since • Hashtags should seem “natural”, That is, they the reach can be reduced if automation is shouId be tailored to the topic of the post suspected. and the goals of DEKRA, with a broad reach
• HASHTAGS 1. Level: The #DEKRA brand hashtag is used with every post and is located under the text block. 2. Level: You can also use three or four optional hashtags* from the corporate focus areas: Services for vehicles and future mobility, information and cybersecurity services, sustainability services, AI and data analysis, and remote services are to be placed under the text block. You can also create new series of hashtags, such as #safetyfirstDEKRA or #expertinsights.
• Note: We recommend that you avoid using the hashtag #monitoring.
• *Hashtag searches should be performed regularly to identify new/current tags with a broad reach. These can then be used in combination with DEKRA hashtags to create an ongoing brand presence when expanding our reach.
• 3. Level: If necessary, one or two special hashtags from the following areas can be added under the text block: • Special events (#globalDEKRAday, etc.) • Seasonal (#summer, etc.) • Location (#nurburgring, etc.) • Campaigns and your own DEKRA hashtags (#thesafeway #aheadforsafety; #onthesafeside; #moreattention; #DEKRAsolutions; #DEKRA2022; #DEKRArecap; #DEKRAaward2022; #DEKRAcareers)

Additional Properties