| Deutsche Post DHL
2010 REBRAND 100 Winners > notable
Industry: Transportation, Shipping, Delivery
Enterprise Rebrand
Country Base: Germany
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting -
Deutsche Post DHL is the world’s leading mail and logistics group. With its brands DHL and Deutsche Post, the group offers a wide range of services in cross-border express, air and sea freight, road and rail transport and contract logistics.
Challenge -
The Deutsche Post World Net group changed its name to Deutsche Post DHL as part of its Strategy 2015. The challenge of the rebranding process was ensuring clear identification of the company after it changed its name while making distinct reference to both service brands, DHL and Deutsche Post.
Strategy -
The core of Strategy 2015 is the focus on the company’s existing strengths and its potential. “We don’t need to re-invent the company; we need to make more of what we already have,” said Frank Appel, chairman of the executive board at the press conference held to announce the new name. The look is consciously minimalist and conveys the reserved, simple, clear and reliable tonality the company stands for. Striking but elegant in its reduction, it conveys confidence and modernization. Yellow, the corporate color, remains the company’s signature color.
Result - Two service brands, Deutsche Post and DHL, are clearly united under the umbrella of Deutsche Post DHL. Like the name, the corporate look combines the two brands to a visual entity. Clear imagery and a flexible design principle characterize the look in all media, ensuring orientation in Germany and abroad.
Credits:
Client: Deutsche Post DHL - www.dp-dhl.com
Deutsche Post DHL Representative: Nicole Hupe
Brand Strategists/Designers: MetaDesign AG - www.metadesign.de
Chief Design Officer: Uli Mayer-Johanssen
Creative Director: Stefanie Diers
Design Director: Anke Jeuther
Senior Designer: Manon Bott
Senior Designer: Ilja Cyper
Senior Designer: Anett Meyer
Senior Designer: Jasmin Illgner
Senior Account: Johannes Cordes
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