DHL Identity System

Direction

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.

tags: identity system

awards:

Graphis New Talent 2021 Gold Medalist

Logo

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.

Color Palette

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

Stationery

Posters

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.

Brochure

A brochure for a DHL conference.

Environment

Exteriors

Interior

Transportation

Packaging

A new recognizable packaging features the voice of DHL.

Web

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.