Internal initiatives

Internal initiatives

For internal initiatives to be effective, they need to be visually effective in our internal communication. This requires a sufficiently powerful visual identity of its own. At the same time, a clear hierarchy in relation to the umbrella brand must be recognisable.

The designs for initiatives pictured here have been developed for internal use only! If you would like to use it outside of the organisation, it is necessary that you consult with Group Communications.

This section covers the design aspects of initiatives. Instructions as to the positioning within the company can be found under Brand architecture.

Criteria for initiatives

Please remember that initiatives are strictly internal (i.e. aimed at stakeholders inside the organisation) and use Heidelberg Material's own channels. If in doubt, please consult with Group Communications.

Naming conventions for initiatives

Internal-only initiatives are not subject to any naming conventions.

  • Names can be in local language.
  • Initiatives do not need to have "Heidelberg Materials" in their name (as they will never be communicated outside the organisation, the link to the core brand is always clear).
  • But, for orientation, the name should reflect the purpose of the initiative.

Naming examples

Initiative logos

Initiatives have their own visual identity, which creates a unique distinctive look within the design system but at the same time indicates association with the umbrella brand.

The distances and size ratios are based on the Heidelberg Materials logo.

The green bow quotes the figurative mark.

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To create a new initiative logo, you can use the HM Initiative logo template in the downloads sectIon.

Variations of initiative logos

Each initiative logo has two colour options for bright and dark backgrounds. Depending on the length, the name of the initiative can be set in one, two or three lines.

Examples of initiatives with a logo of many and few words.

Intranet profile

For use in intranet profiles, there is a special, reduced variant of the arch icon. The name of the initiative should be included in the profile name.
You can download the icon in the downloads section.

Layout initiatives

When used together, the initiative logo is placed in relation to the Heidelberg Materials logo. The correct size of the Heidelberg Materials logo is described in the Design system section.

Sizes

The size of the initiative logo is adjusted to the corporate logo.

Logo height = 4 BB

Arch height = 3.5 BB

Please note: The guidelines regarding the size only apply to the title and header. If you need to use logos in the content, please adjust the size of the logos to your layout. In general, logos should be avoided in the content area in favour of mentioning the department or initiative in the headline or topline.

Positioning of the initiative logo

The initive logo is always left-aligned at the top in the type area. The type area is calculated from the format of the medium and the building blocks – see Design system.

Initiative-related communication can use "Inform" and "Inspire" layouts. It can be used with the Heidelberg Materials compact logo or with the floating logo.

Layout initiatives cntd.

Use the initiative logo on
single-page media such as
headers or posters.

In multi-page media like
presentations or brochures,
use the initiative logo
on title pages only.

Don’t use the initiative logo in the content part/inner pages. If necessary, the initiative logo can be integrated as a running) topline.

Initiatives can communicate in both design fields, depending on the context. For the correct use of the design fields, see chapter Fundamentals.

Don'ts

Only the specified colours may be used.

The initiatives speak for themselves; further elements may not be added to the logo.

The names of the initiatives are set in mixed notation, not in capital letters.

Initiatives in internal email signatures

To raise awareness of an initiative, it is possible to add the logo and a description to internal email signatures. Please make sure that this signature be only used for internal communication.

Two possibilities to use the internal email signature for an initiative

Initiatives in use

Poster

Flyer

Intranet

Lanyard

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If you would like to send internal newsletters as part of a department or initiative communication, please make use of our ready-to-use newsletter templates

Downloads

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