Hi! I’m Tiffany Shen.
Motion & Graphic Designer
Hi! I’m Tiffany Shen.
Motion & Graphc Designer
(e) its.tiffanyshen@gmail.com


+Spring 2019
+Brand Identity
+Individual Project

Graphis New Talent 2021—Gold Medalist

+Special Thanks
Simon Johnston—Professor
This identity system should refresh the current brand, DHL. The rebrand will include a guideline book that encompasses logo guidelines, posters, graphic language usage and digital elements.

DHL is the world’s largest logistics company based in Germany. They provide courier and parcel shipment through air and sea mail across 220 countries and territories. This new visual identity brings a new fresh look to DHL reinforcing the idea of their global work and reliable delivery. A new color palette is introduced with this new identity. This new visual identity includes, stationary, posters, motion, environmental photos, packaging, and a guideline book.


Process Documentation & Sketches
My inspiration behind the logo stems from DHL’s recognition as the world’s largest logistics company. I brainstormed the keywords, global distribution, flow, carrier, and express. From there, I began sketching different forms relating to each specific word and the result was my final logo. The angled and directional form expresses speed and global distribution while the individual shapes coming together represent the idea of packages being delivered.

Logo Animation

Color Palette
For the color palette, I wanted to represent speed with the green and orange and sustainability with the brown.


Identity Poster Series
This series applies the new voice for DHL. Using a relatable tone of voice such as "Fast, Faster, Fastest," these posters use arrows from the logo to promote their speed and goals for sustainability.

Content Poster Series
This series would be featured at events and conferences to show the schedule, content, and speakers.

Exterior Spacial

Interior Spaces

Transportation & Sponsorships

A new recognizable packaging features the voice of DHL.

DHL's current site is in need of cleaning up for ease of use. The interactions featured below show the new UI from the landing page to the page where you track your package, insights where they show articles on sustainability, and the events calendar. The mobile is the responsive version of the web.
Home & Tracking



This is a brochure that would be passed around at a DHL conference.


Guideline Book
This guideline book exhibits the full usage of DHL's new graphic language as well as rules to follow while using the logo.