Yellow Tries To Make White And Brown Frown

There are brand overhauls and then there are brand overhauls. While DHL is a leader in many overseas markets, their US presence has been weak. But all that has changed in recent months with a major ad campaign from O+M New York and a total repackaging of the German-based firm’s corporate identity.
The new look popped up virtually overnight this summer on 426 warehouses, 2,841 retail store locations, 15,338 drop boxes, 17,000 uniformed personnel, 18,000 vehicles and 275 million pieces of packaging.
“We said we have to paint everything yellow as quickly as we can,” says Dick Metzler, executive vice president marketing of DHL Americas. “We really did fast-track this. It was almost a military operation.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.