DHL - New brand identity
DHL - New brand identity
DHL - New brand identity
DHL - New brand identity


DHL - New brand identity

Corporate Design refresh

Deutsche Post DHL Group

DHL is the leading global logistics company. Together with long-time partner MetaDesign, DHL refreshed its corporate design to adapt to the dynamic market conditions and reinforce a globally consistent and powerful brand. The task involved developing both a solid brand strategy and a highly versatile layout principle with diverse cross-media design options to add more emotion to DHL’s brand communications. MetaDesign developed an intuitive online management system to house all DHL design guidelines. With now more than 10,000 templates, tools and media, stakeholders have all they need to create a unique brand experience around the globe.

Date of Launch
Development Time
13 - 24 months
Target Regions
Africa, Asia, Australia/Oceania, Europe, North America, South America
Target Groups
Consumer / User, Trade / Industry, Other target groups:: suppliers and agencies