The Iconic Branding of DHL: A Formula 1 Story

Almost everyone is familiar with the iconic red and yellow branding of the logistics company DHL. But only a few people know that this iconic branding may have come from its sponsorship of a Formula 1 team.

In 2002, DHL became a sponsor of the Jordan Formula 1 team after acquiring the previous sponsor, Deutsche Post. As part of its sponsorship agreement, DHL asked for a special livery on the car in its (then) brand colors - red and white.

The owner of the team, Eddie Jordan, agreed. But there was one small problem. Under the team's contract with its main sponsor, Benson & Hedges, the car's livery had to remain in line with B&H's brand colors: yellow, black, and (crucially) red.

So, to keep all sponsors happy, Eddie Jordan came up with a solution - DHL should switch its brand colors to red and yellow.

In a podcast with David Coulthard, Jordan recalled his conversation with the directors of DHL: "You've asked me to try and make DHL the largest logistics brand in the world, and in the current situation, I can't do that... every marketing guru will tell you that you should never change the colors of your brand, but here you must bite the bullet and pay the expense for long-term gain.

Amazingly, DHL agreed, and even now, two decades later, it still carries the red and yellow branding.

Some people have disputed Jordan's account, and DHL itself maintains that its takeover of Deutsche Post resulted in the red DHL font being given a yellow background.

But, even if it's not true, it's still one of the best stories in Formula 1. And, regardless of its origin, DHL has achieved what it set out to do - have its brand become synonymous with motorsport.