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DHL
Brand re-design,
to meet WCAG requirements
Client
DHL is a leading global logistics company renowned for its expertise in shipping and freight services. With a presence in over 220 countries and territories worldwide, DHL offers a comprehensive range of logistics solutions tailored to the needs of businesses and individuals alike.
This project was initiated by me since I saw the opportunity adapt the existing design to be more modern and at the same time meet the WCAG standards.
Challange
25 billion packages are sent globally each year. But when it comes to user friendly interface, DHL tend to lack. With out-dated design and not meeting the WCAG 2.1 standards, they are in need of a face-lift.
Furthermore, I reviewed an overarching creative concept that can serve as the foundation for brand building and communication across all touchpoints.
Logotype
To optimise its digital application, I revamped the appearance of DHL's iconic logo. Retaining the distinctive stripes synonymous with DHL was crucial while refining its proportions for a sleeker look.
Yellow, the given color of delivery
We are all familiar with the yellow trucks on the highway - let's embrace the colour even more, but now in a more distinguished way. What about making them compliant with WCAG requirements for improved efficiency?
With a few weeks, the color combinations do now meet a 4.5:1 color contrast ratio for typical body copy text and 3:1 for large scale text. Nice right?
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Tone of voice
"Speak to the user, not about the user" are my keywords for all of my projects. No exceptions were taken in this case. I wanted the users to relate to the content to make sure they understood DHL's infinite supply of services.
My key takeaways
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It's essential to maintain consistency with the existing brand elements to preserve recognition and loyalty among existing customers.
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Gain a comprehensive understanding of the current brand identity, including values, mission, and target audience.
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The identity goes beyond just colors - it's essential to ensure it's also reflected in the tone of voice.
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