Circuit - DEHN's design system of the lightning and surge protection professionals

DEHN design principles

  1. Colour scheme: DEHN's brand identity is defined by the use of our significant colours DEHN red and pure white. DEHN red stands for energy, strength and passion, which we channel into our products and solutions. Pure white represents clarity and precision. These colours are to be used consistently in all our visual media and form the basis for a recognisable and uniform brand image.

  2. Form language: The ascending slant is a central overarching design element across all media. It is derived from the logo and stands for a likeable, dynamic, positive and progressive attitude. This is to be integrated into all media without compromising functionality and clarity. The overall design language should be clear and reduced.

  3. Typography: The Avenir Next corporate typeface is the foundation of our written communication. It embodies the tension between the familiar and the progressive. Its harmonious and legible typeface does not take precedence over the information to be conveyed. Segoe UI is to be used as an additional font for everyday use in e-mails and ppts.

  4. Reduction: "Reduce to the max" is our guiding principle. Every design element must fulfil a purpose and contribute to the overall message. Unnecessary effects and gimmicks are to be avoided in order to ensure clear, unadulterated communication. Every design should be reduced to the essentials so as not to distract attention from the core of the message.

  5. Usability: Design is not only about aesthetics, but above all about user-friendliness. Visual elements must be intuitive and contribute to improving usability. Navigation elements should be clear and interactive components should be self-explanatory in order to create a smooth and pleasant user experience.

  6. Professional presentation: Our communication reflects DEHN's experience and extensive expertise. It should be competent and trustworthy without being preachy. Information must be presented clearly, precisely and comprehensibly in order to reflect our expertise. Here too, reduced content is often more effective than a flood of information and elements.

  7. Consistency: All design elements must be applied consistently across different platforms and media to create a unified brand experience. This applies equally to digital and physical presences.

These principles serve as guidelines for our internal design work as well as clear guidelines for external service providers to ensure that the DEHN brand experience always meets our high standards.