The exercise was undertaken as an alternative to the courier company’s previous vehicle branding option in which actual yellow-vehicles would be branded with the red DHL logo decals.
Explains Graffiti director, Gavin Schlaphoff, “The reason for going with vehicle wrapping as opposed to using actual yellow vehicles was two-fold. Everyone instantly recognises the distinctive yellow DHL vehicles – the bright yellow colour is synonymous with the courier brand. Whilst this is an excellent brand recognition tool, this unique yellow may not be everyone’s favourite colour – so when it comes to vehicle resale, not everyone wants a DHL-yellow vehicle. A white vehicle is obviously far easier to sell than a yellow one.”
Adds Schlaphoff, “The second reason for choosing to wrap the vehicles is a reputational one. Whilst the red DHL logo might be removed from the vehicle once it is no longer in service, that yellow colour is so firmly entrenched in the consumer mind that, despite the vehicle no longer being part of the DHL family, it could still be associated with the brand purely because of its well-known colour. And with that may be an association with any bad driver behaviour or traffic transgressions, which is not something DHL would want for its brand.”
Each DHL vehicle is fully-wrapped in the yellow and red branding and after the three-year courier lifespan of the vehicle the branding can be easily removed, ensuring that the paintwork beneath the branding remains in perfect condition.
Ends Schlaphoff, “In actual fact, the vehicle wrapping preserves the condition of the vehicle exterior by protecting it against superficial scratches and other damage from the elements. So once the wrapping comes off, those DHL vehicles should look as good as new.”
For more information regarding vehicle wrapping phone Gavin Schlaphoff at 011 691 8400 or email him at
[email protected]