Brand profile

Paste this link into ChatGPT, Claude or any other AI tool so it writes and designs in your brand.

DHL
Brand DNA

DHL

DHL is an international express, freight and logistics company moving parcels and cargo across borders, with customs handling as a core part of the service.

50%
Background#FFFFFF
24%
Secondary#FFCC00
10%
Primary#D40511
10%
Text#1A1A1A
6%
Surface#1A1A1A
Typography
Aa
DeliveryDisplay · Bold & expressiveDeliveryText · Sharp & flat

The brand typeface set in tight lowercase headings. Yellow panels with red type are the house device and are never reversed.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

state a transit time without its service and destination

hide duties or customs charges

swap the yellow and red brand pairing

Never says
solutionsjourneyempowerseamless
Sounds like this

Three working days to Singapore, customs cleared on arrival.

Operational and international. Transit times, customs, tracking. Say what happens at the border, not just at the door.

Audience

Businesses and individuals shipping internationally who need a parcel through customs on a known date.

Loves

+Getting a parcel through customs without a call

+Transit times that hold

+Couriers who know their round

Loathes

×Surprise duties

×Vague transit estimates

×Logistics jargon

The hill it
would die on

International shipping is only simple if the customs paperwork was right the first time.

DensityBalanced
AlignmentLeft
MotionSubtle
AddressFormal
DHL · brand DNA at a glance 10 of 12 traits
ChattyPage