• Branding Manual

In our preparations for DLH’s 100^th anniversary we decided that it was about time to get a new look. DLH has gone through a huge development and we wanted our visual identity to completely express our company as it is today – the values we stand for and the way we do business. Over the years DLH has made several acquisitions and has been split up in divisions and as consequence there have existed many different logos in the group. However DLH is now one global entity that shares a set of strong common values and work in the same direction. We wanted to express this in our new visual identity e.g. by introducing one logo for the entire group.

We based the making of the new identity on the fact that nature is our workplace and wood is the foundation of our company. We wanted the identity to show that DLH is visionary and takes responsibility for the nature and people that make our development possible.

The colour palette in the new identity therefore is based on colours that can be found in the nature. The main colour of the new logo is the colour of the bark that surrounds and protects the trees and we think that this is a perfect reflection of the responsibility that we feel in DLH. The rest of the colours in the palette also refers to specific elements from the nature e.g. the leaves, soil and air.

You will see elements of both sharp and soft shapes in the new identity. The soft elements represent the shapes that the trees have from nature while the sharp elements represents the shape of the trees after being in the hands of the DLH employees.

The new logo is sophisticatedly simple, recognisable and shows the strength of a group that operates on a global basis. It is based on DLH’s signature and the three letters illustrates the pillars of our value house. The quadratic hole from the “d” is used as a design element that concludes the logo. The design element will also be found elsewhere in the new identity design and gives DLH a unique and recognisable look.

The design element unveils the personality of DLH. It ads an extra dimension to the visual design and thereby represents the passion that exists in DLH. This leads to the new tagline ‘passion for wood’ that completes the logo.