Design Elements

A core component of our brand design is the “Emblem.” It serves as a strong and distinctive symbol that clearly identifies our brand. Wherever possible, we incorporate the Emblem into our communications, while carefully avoiding overbranding.
Another important design element is the “Line.” This linear motif represents connection and plays a key role in creating visual consistency across all communications and digital platforms.

The following guidelines outline the proper use of both elements.

The Emblem combines a compass and a globe, subtly representing our core values. As a symbol, it establishes a direct connection to our brand and encourages recognition and identification. To maintain a premium appearance—especially in large-scale applications—it is important to adjust the line weight appropriately.

Overview of the Application of the emblem

In our brand appearance, the design element is used at a large scale and often in a cropped form. Typically, it is positioned on either the left or right side of the format. The standard crop removes at least 50% of the Emblem’s width, shifting it beyond the center of the layout (see Figure 1). It is important that the corner elements of the compass fall outside the visible area (see Figure 2). Depending on the format and medium, the cropping may extend beyond the center line. A useful reference for this is the Emblem’s second axis (see Figure 3). The emblem can also be shifted vertically and cropped at the top or bottom accordingly (see Figure 4).

Flexible Line Weight and Size of the Emblem

To ensure optimal harmony between the design element and the logo in practical use, we apply a flexible line weight and a clear sizing principle. As a simple rule of thumb, the stroke weight of the design element is twice that of the brand logo, following a 2:1 ratio. 

In different formats, the line weight can be adjusted to align with the size of the wordmark. To support this, standard sizes have been defined for various formats.
 Below is an overview of the recommended logo sizes for standard formats.

Page   Size       Logo width in mm

Size and Scaling of the Design Element

The design element should always cover at least half of the longer side of the format. This is the minimum size needed to ensure visibility and impact. For a harmonious balance with the wordmark, we recommend sizing it to around 80 percent of the longer side. Experienced designers may scale the element up to fill the entire longer side, depending on the medium and context. Regardless of the size, cropping must follow the established design guidelines.

Important: The stroke weight should always be adjusted to maintain a premium and polished appearance.

75% 

Design principal

The Line is a central design element in our brand identity and acts as a driving force. It creates connection and structure, playing a key role in shaping our visual language. In digital media, it also functions as an animated “impulse generator,” adding dynamism and enhancing brand recognition.

Dsign principa

The Line can be used flexibly but must adhere to three clearly defined rules:

• Orientation: The Line must be used exclusively in a horizontal position. Vertical or diagonal orientations are not permitted.

• Form: The Line must always remain straight. Curved, wavy, or otherwise altered versions are not allowed.

• Color: The Line appears exclusively in the brand color HGT Orange, serving as a strong visual accent.

Dsign principal

The stroke weight of the Line depends on the specific application:

• In combination with the Emblem or Logo: The stroke weight of the Line should correspond to that of the emblem or logo. Ensure consistent visual harmony and avoid overly contrasting thicknesses.

• When used independently: if the Line is used without reference to the emblem or logo, an appropriate stroke weight must be selected based on the medium and format. The goal is always to achieve a high-quality and balanced appearance.5% 

Design principal