{"id":242651,"date":"2024-01-29T15:29:35","date_gmt":"2024-01-29T14:29:35","guid":{"rendered":"https:\/\/rtrsports.com\/prekvapiva-historie-ktera-se-tahne-od-ikonicke-zlute-a-cervene-znacky-dhls-jedna-lekce-z-formule-1\/"},"modified":"2025-06-24T15:23:19","modified_gmt":"2025-06-24T13:23:19","slug":"prekvapiva-historie-ktera-se-tahne-od-ikonicke-zlute-a-cervene-znacky-dhls-jedna-lekce-z-formule-1","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/prekvapivy-pribeh-za-dhls-ikonickou-zlutou-a-cervenou-znackou-nauceni-z-formule-1\/","title":{"rendered":"P\u0159ekvapiv\u00fd p\u0159\u00edb\u011bh ikonick\u00e9 \u017eluto\u010derven\u00e9 zna\u010dky DHL: Pou\u010den\u00ed z Formule 1"},"content":{"rendered":"<h2 class=\"ai-optimize-6\"><strong>Nepravd\u011bpodobn\u00fd pr\u016fse\u010d\u00edk Formule 1 a glob\u00e1ln\u00ed logistiky<\/strong><\/h2>\n<p class=\"ai-optimize-7 ai-optimize-introduction\">V oblasti glob\u00e1ln\u00ed logistiky je jen m\u00e1lo zna\u010dek tak rozpoznateln\u00fdch jako <strong>DHL.<\/strong> Jej\u00ed v\u0161udyp\u0159\u00edtomn\u00e9 \u017eluto\u010derven\u00e9 logo je zn\u00e1m\u00e9 prakticky ve v\u0161ech koutech sv\u011bta, od billboard\u016f a\u017e po dresy ragbyov\u00e9ho t\u00fdmu Stormers Western Province. Mnoho lid\u00ed v\u0161ak mo\u017en\u00e1 nev\u00ed, jak\u00fd p\u0159\u00edb\u011bh se za charakteristick\u00fdm znakem DHL skr\u00fdv\u00e1. Nen\u00ed to jen p\u0159\u00edb\u011bh o <strong>firemn\u00ed zna\u010dce <\/strong>, ale fascinuj\u00edc\u00ed pr\u016fse\u010d\u00edk obchodn\u00edho umu a sv\u011bta z\u00e1vod\u016f Formule 1, v n\u011bm\u017e se hraje o hodn\u011b.<\/p>\n<h2 class=\"ai-optimize-8\"><strong>Eddie Jordan: Mu\u017e, kter\u00fd stoj\u00ed za zm\u011bnou ikonick\u00e9 zna\u010dky<\/strong><\/h2>\n<p class=\"ai-optimize-9\">V centru tohoto p\u0159\u00edb\u011bhu je <strong>Eddie Jordan<\/strong>, b\u00fdval\u00fd z\u00e1vodn\u00edk, kter\u00fd se stal obchodn\u00edm magn\u00e1tem a v <strong>roce 1991<\/strong> zalo\u017eil <strong>t\u00fdm Jordan F1<\/strong>. P\u0159esto\u017ee jako z\u00e1vodn\u00ed jezdec p\u016fsobil pom\u011brn\u011b kr\u00e1tce, d\u00edky sv\u00e9mu bystr\u00e9mu smyslu pro obchod se stal ve <strong>Formuli 1<\/strong> nep\u0159ehl\u00e9dnutelnou silou. Jeho t\u00fdm sice nedok\u00e1zal vyhr\u00e1t \u0161ampion\u00e1t, ale pomohl nastartovat kari\u00e9ru <strong>Michaela Schumachera<\/strong> a sehr\u00e1l ne\u010dekanou roli p\u0159i formov\u00e1n\u00ed zna\u010dky DHL, kterou zn\u00e1me dnes.<\/p>\n<h2 class=\"ai-optimize-10\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-126798\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/jordan-dhl.jpeg\" alt=\"Jord\u00e1nsko DHL\" width=\"600\" height=\"316\" \/><\/strong><\/h2>\n<h2 class=\"ai-optimize-11\"><strong>Benson &amp; Hedges a DHL: Slo\u017eit\u00fd p\u0159\u00edb\u011bh sponzoringu<\/strong><\/h2>\n<p class=\"ai-optimize-12\">N\u00e1\u0161 p\u0159\u00edb\u011bh za\u010d\u00edn\u00e1 v roce 1996, kdy si Jordan zajistil v\u00fdznamnou sponzorskou smlouvu s v\u00fdznamnou cigaretovou spole\u010dnost\u00ed <strong>Benson &amp; Hedges<\/strong>. Toto partnerstv\u00ed trvalo a\u017e do odchodu spole\u010dnosti Jordan F1 ze sportu v roce 2005 a p\u0159e\u017eilo i st\u00e1le p\u0159\u00edsn\u011bj\u0161\u00ed pravidla FIA, \u0159\u00edd\u00edc\u00edho org\u00e1nu F1, t\u00fdkaj\u00edc\u00ed se zna\u010dek cigaret na z\u00e1vodn\u00edch vozech. Reklama se zm\u011bnila z Benson &amp; Hedges na Bitten Hisses, pot\u00e9 na Buzzing Hornets v roce 1998 a nakonec na Bitten Heroes v roce 2001, v z\u00e1vislosti na p\u0159edpisech dan\u00e9 zem\u011b t\u00fdkaj\u00edc\u00edch se reklamy na cigarety.<\/p>\n<p class=\"ai-optimize-13\">V roce 2000 vstoupil na sc\u00e9nu dal\u0161\u00ed hr\u00e1\u010d &#8211; Deutsche<strong>Post<\/strong>, kter\u00fd se stal sponzorem t\u00fdmu Jordan F1. V roce 2002 Deutsche Post koupila logistickou spole\u010dnost DHL, zalo\u017eenou v USA, a navrhla, aby se DHL stala hlavn\u00edm sponzorem. Sou\u010d\u00e1st\u00ed n\u00e1vrhu byla i zm\u011bna barvy voz\u016f t\u00fdmu na tehdej\u0161\u00ed b\u00edlo\u010dervenou zna\u010dku DHL, s \u010d\u00edm\u017e Jordan souhlasil.<\/p>\n<h2 class=\"ai-optimize-14\"><strong>V\u00fdzva: Odv\u00e1\u017en\u00fd n\u00e1vrh a revoluce v brandingu<\/strong><\/h2>\n<p class=\"ai-optimize-15\">Smluvn\u00ed z\u00e1vazek se spole\u010dnost\u00ed <strong>Benson &amp; Hedges<\/strong>v\u0161ak situaci zkomplikoval. Smlouva stanovila, \u017ee <strong>vozy Jordan F1 mus\u00ed m\u00edt \u017eluto\u010derven\u00e9 zbarven\u00ed<\/strong>. Tv\u00e1\u0159\u00ed v tv\u00e1\u0159 potenci\u00e1ln\u00edmu konfliktu mezi dv\u011bma hlavn\u00edmi sponzory svolal Jordan sch\u016fzku s Deutsche Post a DHL, aby navrhl odv\u00e1\u017en\u00e9 \u0159e\u0161en\u00ed.<\/p>\n<p class=\"ai-optimize-16\">Jordan o tomto z\u00e1sadn\u00edm setk\u00e1n\u00ed vypr\u00e1v\u011bl v podcastu s b\u00fdval\u00fdm jezdcem F1 Davidem Coulthardem. Vyzval spole\u010dnost DHL, aby p\u0159ehodnotila barvy sv\u00e9 zna\u010dky, a argumentoval: \u201ePo\u017e\u00e1dali jste m\u011b, abych se pokusil ud\u011blat z DHL nejv\u011bt\u0161\u00ed logistickou zna\u010dku na sv\u011bt\u011b, a to v sou\u010dasn\u00e9 situaci nemohu. Ka\u017ed\u00fd marketingov\u00fd guru v\u00e1m \u0159ekne, \u017ee byste nikdy nem\u011bli m\u011bnit barvy sv\u00e9 zna\u010dky, ale tady mus\u00edte zatnout zuby a zaplatit n\u00e1klady za dlouhodob\u00fd zisk.\u201c<\/p>\n<h2 class=\"ai-optimize-17\"><strong>V\u00fdsledek: Ikonick\u00fd rebranding DHL a glob\u00e1ln\u00ed uzn\u00e1n\u00ed<\/strong><\/h2>\n<p class=\"ai-optimize-18\"><strong>Spole\u010dnost DHL tuto v\u00fdzvu p\u0159ijala a odv\u00e1\u017en\u00fdm krokem p\u0159ijala dnes ji\u017e ikonickou \u017eluto\u010dervenou zna\u010dku<\/strong>. O \u00fasp\u011bchu tohoto rebrandingu sv\u011bd\u010d\u00ed i to, \u017ee i po v\u00edce ne\u017e dvaceti letech spole\u010dnost DHL nad\u00e1le p\u016fsob\u00ed v tomto barevn\u00e9m sch\u00e9matu. Co se t\u00fd\u010de <strong>Eddieho Jordana<\/strong>, ten za sv\u016fj inovativn\u00ed n\u00e1pad st\u00e1le dost\u00e1v\u00e1 m\u011bs\u00ed\u010dn\u00ed tanti\u00e9my.<\/p>\n<h2 class=\"ai-optimize-19\"><strong>DHL a <a href=\"http:\/\/F1.com\">Formule 1<\/a>: P\u0159etrv\u00e1vaj\u00edc\u00ed partnerstv\u00ed<\/strong><\/h2>\n<p class=\"ai-optimize-20\">V roce 2004, rok p\u0159ed odchodem Jordan F1, <strong>se DHL stala ofici\u00e1ln\u00edm glob\u00e1ln\u00edm logistick\u00fdm partnerem F1<\/strong>. Odkaz t\u00fdmu Jordan F1 \u017eil d\u00e1l prost\u0159ednictv\u00edm jeho n\u00e1stupc\u016f &#8211; Midland Racing (2006), Spyker (2007), Force India (2008), Racing Point (2018) a naposledy Aston Martin v roce 2021. Tento pozoruhodn\u00fd p\u0159\u00edb\u011bh podtrhuje s\u00edlu strategick\u00e9ho budov\u00e1n\u00ed zna\u010dky a to, jak s trochou drzosti a zdravou d\u00e1vkou obchodn\u00edho umu p\u0159isp\u011bl t\u00fdm F1 ke glob\u00e1ln\u00edmu uzn\u00e1n\u00ed jedn\u00e9 z p\u0159edn\u00edch sv\u011btov\u00fdch logistick\u00fdch spole\u010dnost\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nepravd\u011bpodobn\u00fd pr\u016fse\u010d\u00edk Formule 1 a glob\u00e1ln\u00ed logistiky V oblasti glob\u00e1ln\u00ed logistiky je jen m\u00e1lo zna\u010dek tak rozpoznateln\u00fdch jako DHL. Jej\u00ed v\u0161udyp\u0159\u00edtomn\u00e9 \u017eluto\u010derven\u00e9 logo je zn\u00e1m\u00e9 prakticky ve v\u0161ech koutech sv\u011bta, od billboard\u016f a\u017e po dresy ragbyov\u00e9ho t\u00fdmu Stormers Western Province. Mnoho lid\u00ed v\u0161ak mo\u017en\u00e1 nev\u00ed, jak\u00fd p\u0159\u00edb\u011bh se za charakteristick\u00fdm znakem DHL skr\u00fdv\u00e1. Nen\u00ed to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20233],"tags":[],"class_list":["post-242651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-formule1"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>P\u0159\u00edb\u011bh \u017elut\u00e9 a \u010derven\u00e9 zna\u010dky DHL<\/title>\n<meta name=\"description\" content=\"Nen\u00ed to jen p\u0159\u00edb\u011bh o firemn\u00ed zna\u010dce, ale tak\u00e9 o propojen\u00ed obchodn\u00edho umu a sv\u011bta z\u00e1vod\u016f Formule 1, kde se hraje o hodn\u011b.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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