Website

Website

Our website is one of the most important touchpoints for customers, partners, and applicants. To ensure a consistent and professional brand presence, all content, structures, and visual elements must follow clearly defined rules. These guidelines help all employees work consistently and in line with the brand.

Core Principles

2.1 Consistency

All websites must maintain a consistent appearance. This includes:

  • Use of our official colors, fonts, and layout structures
  • Consistent wording and tone of voice
  • A recognizable visual style


2.2 Brand Identity
Content and visual elements should clearly represent our brand values:
professional, modern, trustworthy, and user-friendly.

2.3 User Focus
All content should be easy for website visitors to understand, relevant, and quick to find.

Design Guidelines

3.1 Colors
Only the defined CI colors may be used. Primary, secondary, and accent colors must be applied according to the specifications.

3.2 Fonts
Only the officially approved web fonts are permitted for web projects. Mixing fonts or using additional custom typefaces is not allowed.

3.3 Imagery & graphics

  • Use only approved images from the company image database.

  • No stock photos without approval.

  • Image editing must follow the defined style (color grading, cropping, perspective).

  • Icons, illustrations, and graphics must come from the internal icon and graphics library.

Technical Guidelines

5.1 Responsives Design
Every page must function flawlessly on all devices (desktop, tablet, smartphone).

5.2 Accessibility
We pay attention to the following:

  • Alt text for images

  • Clear and descriptive link texts

  • Sufficient color contrast

  • Clean HTML structure


5.3 SEO Basics

  • Clear page titles and meta descriptions

  • Clean URL structure

  • Keyword-focused yet natural copy

  • Meaningful internal linking

Security & Data Protection

6.1 Legal Requirements
All content must comply with the following legal regulations:

  • GDPR

  • Copyright law

  • Usage rights for images, graphics, and texts


6.2 Tracking & Cookies
Tracking scripts may only be implemented after coordination with IT and data protection.

 6.3 Forms
Every form must:

  • Include a valid privacy notice link

  • Be transmitted via SSL encryption

Design and Technical References: Zeplin

For all design and technical specifications, we use Zeplin as the central platform.

It contains:

  • Approved layouts and mockups

  • Technical specifications (spacing, colors, dimensions)

  • Components and design system elements

  • Export functions for developers

  • Current CI standards for web projects


Access to Zeplin
Employees in the marketing department can request a Zeplin account. Requests are submitted via the marketing team (approval and permissions)

WordPress Elementor Theme Kit

For all web projects based on WordPress, an Elementor Theme Kit is provided. This Theme Kit is mandatory and forms the foundation for a consistent visual appearance of our website.

The Theme Kit includes:

  • Predefined CI-compliant colors

  • Official typefaces

  • Templates for pages, posts, and standard modules

  • Global settings (spacing, buttons, headings, footer, header)

  • Predefined widgets and reusable blocks

Download Theme Kit