Signage

The elements shown illustrate the signage system used across all Hanseatic Global Terminals sites. The key unifying design feature is the distinctive HGT Greyblue background. This ensures high visibility from a distance, enhances recognition within the environment, and supports effective orientation.

The guidelines differentiate between various types of signage, which are placed according to specific situations and requirements, such as at or in front of buildings, at intersections, at destination points, or on objects.

The following chapter outlines the fundamental design principles for all signage media (Design Basics for Signage), followed by the design specifications for individual media types (Sections 01 to 04).

Overview

02 Building Signage

03 Directional Signage

04 Equipment Signage

05 Specific Use Cases

Design Basics for Signage

Wordmark Size as the Basis for the Layout

The wordmark is the key design element used consistently across all signage media. Its size determines the overall layout structure, including the placement of the grid and columns.

The width of the wordmark is based on the width of the signage format. As a standard, the wordmark should occupy 80% of the total format width. This value is referred to as "X." For example, if the total width of the signage format is 100 cm, then the wordmark should be 80 cm wide (X = 80 cm). In very wide (landscape) formats, this proportion may be adjusted slightly to suit the layout.

Using the wordmark size (X) as a reference, a text area and column grid are defined. The margin between the edge of the format and the layout content is typically 0.1 X on all sides. Continuing the example above, this would result in an 8 cm margin on each side.

Within this layout area, eight equally sized vertical columns are created to organize the content. These columns form the foundation of the signage layout. In unusually narrow or wide formats (e.g., extreme portrait or landscape orientations), the number of columns and margin sizes may be adjusted as needed.

Typographic Hierarchy and Text Scaling

The wordmark establishes the typographic hierarchy and serves as the basis for scaling all text elements. The recommended font sizes are intended as guidelines. Always review and adjust the font size in relation to the specific medium to ensure optimal readability.

Wordmark Extensions for Locations and Sub-units

To incorporate additional information such as location names or department titles, typographic extensions can be added to the wordmark in a consistent and controlled manner. These additions must adhere to the established typographic hierarchy, using font sizes, weights, and spacing directly derived from the original wordmark. This ensures visual consistency and preserves brand integrity.

Overview

In exceptional cases, such as building signage, typographic additions may be positioned to the right of the wordmark. The standard typographic sizes still apply; however, in a three-line layout, the font size may be reduced to 90% of the original to maintain balance and readability.

A dividing line can be used to create clear visual separation between elements. If the text becomes too long, a three-line layout offers a practical and visually effective solution.

Use of the emblem

The Emblem should scale in proportion to the overall size of the medium. As a general recommendation, it should occupy no less than 50% and no more than 80% of the medium’s height. In extreme landscape formats, these proportions may be adjusted as needed.

As outlined in the design concept, the line weight of the emblem is critical to maintaining visual integrity. While the standard rule suggests using a line weight equal to twice that of the wordmark, a ratio of 1.5 times the wordmark’s line weight is recommended for larger-scale applications. Always use the Emblem as a distinct outline design element. Do not use the Emblem from the logo.

The exact line weight ratio must be evaluated individually for each application.
It is essential to ensure visual balance between all design elements.

01 Building Signage

In building branding, either the wordmark alone or the wordmark combined with the Emblem may be used as a core design element. The size of the wordmark always serves as the primary reference and should be adapted to suit the specific application.

Building Branding with the Wordmark
The wordmark may be used on its own as a standalone branding element. It can be applied directly to the building or integrated into architectural components.

Building Branding with the Wordmark and Emblem
In some cases, the wordmark can be paired with the Emblem. The combination must maintain the defined typographic hierarchy and spatial relationships.

Freestanding use of the wordmark

Depending on materials and lighting conditions, a background in HGT Greyblue is preferred. In this context, a monochrome version of the wordmark is used, particularly when implemented as a three-dimensional object.If a dark background is not feasible due to architectural constraints, a high-quality, material-based solution should be used instead, such as glass or acrylic.

For exterior building applications, the surface type must always be considered. The brand may appear in its two-color version on an HGT Greyblue background or in a monochrome version on a dark surface. Lighting solutions should be assessed individually, depending on technical feasibility. If the background ensures sufficient contrast and visibility, the brand may also appear in its two-color version as a three-dimensional object. For example, it can be used as illuminated LED lettering.

Example on transparent background

Example monochrome representation

Example LED backlighting

02 Directional Signage

Directional signage follows the core design principles. The logo defines the layout structure, including text sizes and column divisions, to ensure clear orientation. Icons may be included as needed. The Noto icon set is available for this purpose. Clarity and readability are the highest priorities in all directional signage. These principles must be applied consistently across all implementations.

Indoor Applications

Examples such as room identification or interior wayfinding follow the same design system. Even if the logo is not visibly present, it remains the foundation for the overall layout and typographic structure.

Note: Even if the logo is not visibly used in these applications, it still serves as the base for the overall structure.

03 Equipment Signage

Branding on equipment should be tailored to the nature and surface of the object. Two levels of application are possible:

Minimal branding: The wordmark is applied on an HGT Greyblue background.
Maximal branding: The object is fully covered in HGT Greyblue, with accent elements in HGT Orange.
The emblem should be included whenever the surface allows.

Application Examples

Large-scale equipment such as crane terminals presents a strong opportunity for brand visibility. These surfaces should appear in HGT Greyblue, with carefully placed accents in HGT Orange. Where feasible, the emblem may be added to reinforce the brand identity.

Example for Terminals

Example for Straddle Carriers

Example for Forklifts

04 Special Cases

In some cases, such as indoor signage, the use of HGT Greyblue may not be possible. In these situations, a light or white background may be used as an exception. Any deviations from the standard color system must be approved by the Hanseatic Global Terminals brand representative.