{"id":240127,"date":"2023-05-15T14:14:54","date_gmt":"2023-05-15T12:14:54","guid":{"rendered":"https:\/\/rtrsports.com\/lhistoire-surprenante-du-jaune-iconique-et-de-la-marque-rouge-de-dhls-une-lecon-de-la-formule-1\/"},"modified":"2026-10-02T15:27:11","modified_gmt":"2026-10-02T13:27:11","slug":"lhistoire-surprenante-du-jaune-iconique-et-de-la-marque-rouge-de-dhls-une-lecon-de-la-formule-1","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/the-surprising-story-behind-dhls-iconic-yellow-and-red-branding-a-lesson-from-formula-1\/","title":{"rendered":"Logo DHL : pourquoi il est jaune et rouge, et le lien avec la F1"},"content":{"rendered":"<p><strong>Le logo DHL est jaune et rouge parce que, lors de la relance de la marque en 2003, le rouge historique de DHL a \u00e9t\u00e9 associ\u00e9 au jaune de Deutsche Post, qui avait rachet\u00e9 toutes les actions en d\u00e9cembre 2002. Selon Eddie Jordan, dont l&#8217;\u00e9curie courait en jaune, c&#8217;est lui qui a convaincu DHL lors de son parrainage de 2002 : cette version n&#8217;est pas confirm\u00e9e par DHL. Le lien v\u00e9rifi\u00e9 avec la Formule 1 est autre : DHL a \u00e9t\u00e9 sponsor titre de Jordan en 2002 et est Official Logistics Partner de la F1 depuis 2004.<\/strong><\/p>\n<p><em>Mis \u00e0 jour en octobre 2026.<\/em><\/p>\n<p>En f\u00e9vrier 2002, dans un hangar DHL de l&#8217;a\u00e9roport de Bruxelles, Jordan a pr\u00e9sent\u00e9 l&#8217;EJ12 : jaune comme toujours, avec le logo rouge DHL sur les pontons (Grand Prix.com, Heritage F1). Aujourd&#8217;hui, ce jaune est la couleur de l&#8217;une des entreprises de logistique les plus reconnaissables au monde. Ce que la Formule 1 a pes\u00e9 dans ce choix rel\u00e8ve de documents, de r\u00e9cits et d&#8217;un costume jaune : ici, nous s\u00e9parons les trois.<\/p>\n<h2>Le logo DHL en bref<\/h2>\n<ul>\n<li>Le jaune du logo DHL est celui de Deutsche Post, associ\u00e9 au rouge DHL lors de la relance de la marque annonc\u00e9e en mars 2003 (Horizont, Transform Magazine).<\/li>\n<li>En 2002, l&#8217;\u00e9curie Jordan de F1, qui courait en jaune, a eu DHL pour sponsor titre et s&#8217;est appel\u00e9e \u00ab DHL Jordan Honda \u00bb (Sportcal, Grand Prix.com).<\/li>\n<li>Eddie Jordan raconte avoir convaincu DHL de passer au jaune, avec une r\u00e9mun\u00e9ration pour l&#8217;usage du \u00ab jaune Jordan \u00bb pendant vingt ans : une version non confirm\u00e9e par DHL (News24, Balls.ie).<\/li>\n<li>DHL est Official Logistics Partner de la Formule 1 depuis 2004 et a renouvel\u00e9 l&#8217;accord en f\u00e9vrier 2024 pour plusieurs ann\u00e9es (Formula1.com, DHL).<\/li>\n<li>En F1, DHL transporte plus de mille tonnes de marchandises \u00e0 chaque course et parraine deux r\u00e9compenses : le Fastest Lap Award et le Fastest Pit Stop Award (DHL, Formula1.com).<\/li>\n<\/ul>\n<h2>La relance de 2003 : ce qui est document\u00e9<\/h2>\n<p>DHL na\u00eet en 1969 \u00e0 San Francisco et son nom est form\u00e9 des initiales de ses trois fondateurs : Dalsey, Hillblom et Lynn (Wikip\u00e9dia). Deutsche Post commence \u00e0 acheter des parts en 1998, obtient le contr\u00f4le en 2001 et rach\u00e8te toutes les actions en d\u00e9cembre 2002 (Wikip\u00e9dia).<\/p>\n<p>Le 6 mars 2003, le groupe annonce la relance de DHL comme marque unique pour l&#8217;express et la logistique, avec un investissement de 125 millions d&#8217;euros sur trois ans : Euro Express et Danzas disparaissent en tant que marques autonomes et le rouge de DHL est associ\u00e9 au jaune de Deutsche Post (Horizont). Transform Magazine d\u00e9crit le m\u00eame passage : le \u00ab jaune Post \u00bb s&#8217;ajoute \u00e0 la marque DHL pour signaler l&#8217;int\u00e9gration (Transform Magazine). Aucune des deux sources n&#8217;indique la Formule 1 parmi les raisons du choix du jaune.<\/p>\n<h2>La Jordan jaune et 2002<\/h2>\n<p>Eddie Jordan fonde son \u00e9curie de F1 en 1991 et d\u00e9bute avec Michael Schumacher \u00e0 Spa la m\u00eame ann\u00e9e, \u00e0 la place de Bertrand Gachot (Wikip\u00e9dia). Depuis 1996, le principal sponsor est Benson &#038; Hedges et la livr\u00e9e passe au jaune (Wikip\u00e9dia). Deutsche Post, via DHL, est d\u00e9j\u00e0 aux c\u00f4t\u00e9s de l&#8217;\u00e9curie depuis deux ans quand, en 2002, DHL devient sponsor titre : la voiture s&#8217;appelle \u00ab DHL Jordan Honda \u00bb, reste jaune et porte le logo rouge DHL sur les pontons (Sportcal, Grand Prix.com). Benson &#038; Hedges reste sur la voiture (Wikip\u00e9dia, Grand Prix.com).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/jordan-dhl.jpeg\" alt=\"La Jordan EJ12 jaune de Takuma Sato avec le logo rouge DHL sur les pontons, \u00e0 Indianapolis en 2002\" width=\"600\" height=\"316\" \/><\/p>\n<h2>La version d&#8217;Eddie Jordan<\/h2>\n<p>Le r\u00e9cit, rapport\u00e9 par News24 en 2023 et par Balls.ie en d\u00e9cembre 2025, est le suivant. Deutsche Post, tout juste propri\u00e9taire de DHL, voulait une Jordan blanche pour l&#8217;adapter \u00e0 une marque alors blanche et rouge. Jordan refuse, car son contrat avec Benson &#038; Hedges exigeait une voiture jaune. Il se pr\u00e9sente au conseil de DHL enti\u00e8rement v\u00eatu de jaune et montre des images de camionnettes et d&#8217;avions de concurrents : les blancs se fondaient dans le d\u00e9cor, les jaunes se remarquaient tout de suite. Pour \u00eatre remarqu\u00e9e dans le monde entier, dit-il en substance, DHL devait \u00eatre jaune. Selon Keith O&#8217;Loughlin, son ami et associ\u00e9, il a aussi obtenu une r\u00e9mun\u00e9ration pour l&#8217;usage du \u00ab jaune Jordan \u00bb pendant vingt ans (News24, Balls.ie).<\/p>\n<p>Nous n&#8217;avons trouv\u00e9 aucune confirmation de DHL, et le jaune de Deutsche Post figure d\u00e9j\u00e0 dans les documents de la relance de 2003 : les deux versions ne s&#8217;excluent pas, mais la seconde reste un r\u00e9cit, pas un fait document\u00e9. Jordan est mort en 2025 (Balls.ie).<\/p>\n<h2>DHL et la Formule 1 aujourd&#8217;hui<\/h2>\n<p>Depuis 2004, DHL est Official Logistics Partner de la F1 (Formula1.com, Ministry of Sport) et, selon DHL, le partenaire le plus ancien de l&#8217;histoire de ce sport (DHL). En 2021, l&#8217;accord a \u00e9t\u00e9 renouvel\u00e9 \u00e0 long terme et en f\u00e9vrier 2024 pour plusieurs ann\u00e9es (F1technical, Formula1.com).<\/p>\n<p>Sa mission est de conduire le championnat d&#8217;une course \u00e0 l&#8217;autre : chaque week-end, DHL transporte plus de mille tonnes de marchandises de grande valeur, dont monoplaces, moteurs, carburant, pneus, \u00e9quipements de t\u00e9l\u00e9vision et d&#8217;hospitalit\u00e9 (DHL). En 2023, les camions au biocarburant utilis\u00e9s sur les courses europ\u00e9ennes ont r\u00e9duit en moyenne de 83 % les \u00e9missions logistiques, et en 2024 leur nombre est pass\u00e9 \u00e0 37 (Formula1.com, Ministry of Sport).<\/p>\n<p>DHL parraine aussi deux r\u00e9compenses : le Fastest Lap Award, d\u00e9cern\u00e9 depuis 2007 au pilote qui signe le plus de meilleurs tours de la saison, et le Fastest Pit Stop Award, qui r\u00e9compense le travail des \u00e9quipes aux stands (DHL, Wikip\u00e9dia, Formula1.com).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/f1_paddock_access_37996086504.jpg\" alt=\"Banni\u00e8re DHL jaune et rouge dans le paddock de F1, derri\u00e8re un m\u00e2t portant l'inscription Williams Martini Racing\" width=\"560\" height=\"400\" \/><\/p>\n<h2>Ce que cela enseigne \u00e0 qui sponsorise<\/h2>\n<p>Le cas DHL montre deux choses, et ce sont notre lecture, pas des donn\u00e9es publi\u00e9es. La premi\u00e8re est que la couleur fait partie du contrat de sponsoring et se n\u00e9gocie comme les emplacements sur la voiture. La seconde est que la relation avec la F1 dure depuis 2004 parce que DHL a un r\u00f4le fonctionnel, elle transporte le championnat, en plus du logo : c&#8217;est la diff\u00e9rence entre un autocollant et une plateforme, dont parle le guide sur l&#8217;<a href=\"https:\/\/rtrsports.com\/fr\/blog\/quest-ce-que-lactivation-du-parrainage-sportif\/\">activation du sponsoring sportif<\/a>.<\/p>\n<p>Pour comprendre ce qu&#8217;il faut pour entrer, il y a le guide sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/cost-formula-1-sponsorships\/\">co\u00fbt d&#8217;un sponsoring en Formule 1<\/a> et la page sur le <a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\">sponsoring en Formule 1<\/a>.<\/p>\n<p>Que le jaune ait \u00e9t\u00e9 choisi par Jordan, par Deutsche Post ou par une table de marketing, il reste une question utile pour qui s&#8217;appr\u00eate \u00e0 signer un sponsoring : qu&#8217;est-on pr\u00eat \u00e0 changer, en plus du logo, pour \u00eatre reconnu ?<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Vous voulez porter votre marque en Formule 1 ?<\/strong><br \/>RTR Sports Marketing construit des sponsorings dans le sport automobile depuis 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponsoring Formule 1<\/a><br \/><\/div>\n<p><em>Images : Takuma Sato sur la Jordan EJ12 \u00e0 Indianapolis en 2002 (<a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Jordan_GP_2002_sato.jpg\" target=\"_blank\" rel=\"noopener\">RickDikeman<\/a>, Wikimedia Commons, <a href=\"https:\/\/creativecommons.org\/publicdomain\/zero\/1.0\/\" target=\"_blank\" rel=\"noopener\">CC0<\/a>) ; paddock de F1 avec la banni\u00e8re DHL (<a href=\"https:\/\/www.flickr.com\/photos\/steve-melnyk\/37996086504\/\" target=\"_blank\" rel=\"noopener\">Steve Melnyk<\/a>, Flickr, <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\" target=\"_blank\" rel=\"noopener\">CC BY 2.0<\/a>).<\/em><\/p>\n<p><strong>Sources<\/strong> : <a href=\"https:\/\/www.horizont.net\/marketing\/nachrichten\/-Post-baut-DHL-mit-125-Millionen-Euro-zur-einzigen-Express--und-Logistikmarke-um-42948\" target=\"_blank\" rel=\"nofollow noopener\">Horizont, Deutsche Post relance DHL comme marque unique (mars 2003)<\/a>; <a href=\"https:\/\/www.transformmagazine.net\/articles\/2014\/forwarding-address\/\" target=\"_blank\" rel=\"nofollow noopener\">Transform Magazine, l&#8217;histoire de la marque DHL<\/a>; <a href=\"https:\/\/en.wikipedia.org\/wiki\/DHL\" target=\"_blank\" rel=\"nofollow noopener\">Wikip\u00e9dia, DHL<\/a>; <a href=\"https:\/\/en.wikipedia.org\/wiki\/Jordan_Grand_Prix\" target=\"_blank\" rel=\"nofollow noopener\">Wikip\u00e9dia, Jordan Grand Prix<\/a>; <a href=\"https:\/\/www.sportcal.com\/pressreleases\/formula-1s-jordan-confirms-new-dhl-title-sponsorship\/\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, DHL sponsor titre de Jordan<\/a>; <a href=\"https:\/\/www.grandprix.com\/news\/dhl-jordan-honda-launches-ej12.html\" target=\"_blank\" rel=\"nofollow noopener\">Grand Prix.com, la pr\u00e9sentation de la DHL Jordan Honda EJ12<\/a>; <a href=\"https:\/\/www.balls.ie\/motorsport\/eddie-jordan-the-man-who-made-everything-move-faster-645679\" target=\"_blank\" rel=\"nofollow noopener\">Balls.ie, Eddie Jordan racont\u00e9 par Keith O&#8217;Loughlin (d\u00e9cembre 2025)<\/a>; <a href=\"https:\/\/www.news24.com\/sport\/motorsport\/formula-one\/how-a-struggling-formula-1-team-gave-dhl-its-famous-yellow-and-red-colours-20230327\" target=\"_blank\" rel=\"nofollow noopener\">News24, comment une \u00e9curie de F1 a donn\u00e9 ses couleurs \u00e0 DHL (2023)<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1-and-dhl-build-on-20-year-partnership-in-expanded-multi-year.5eDcqE9SiryWYL0THT3Qsl\" target=\"_blank\" rel=\"nofollow noopener\">Formula1.com, le renouvellement du partenariat avec DHL (2024)<\/a>; <a href=\"https:\/\/ministryofsport.com\/formula-1-extends-partnership-with-dhl-as-official-logistics-partner\/\" target=\"_blank\" rel=\"nofollow noopener\">Ministry of Sport, le renouvellement F1-DHL (2024)<\/a>; <a href=\"https:\/\/inmotion.dhl\/en\/formula-1\" target=\"_blank\" rel=\"nofollow noopener\">DHL, la Formule 1<\/a>; <a href=\"https:\/\/www.f1technical.net\/news\/23125\" target=\"_blank\" rel=\"nofollow noopener\">F1technical, le renouvellement F1-DHL (2021)<\/a>; <a href=\"https:\/\/inmotion.dhl\/en\/formula-1\/fastest-lap-award\" target=\"_blank\" rel=\"nofollow noopener\">DHL, le Fastest Lap Award<\/a>; RTR Sports Marketing, sponsoring dans le sport automobile.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Questions fr\u00e9quentes<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Pourquoi le logo DHL est-il jaune et rouge ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nParce que, lors de la relance de la marque en 2003, le rouge de DHL a \u00e9t\u00e9 associ\u00e9 au jaune de Deutsche Post, propri\u00e9taire \u00e0 100 % depuis d\u00e9cembre 2002 (Horizont, Wikip\u00e9dia). Eddie Jordan affirme avoir convaincu DHL de passer au jaune \u00e0 cause du parrainage de son \u00e9curie de F1, mais DHL ne semble pas avoir confirm\u00e9 cette version.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quel est le lien entre Eddie Jordan et DHL ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nEn 2002, DHL a \u00e9t\u00e9 sponsor titre de l&#8217;\u00e9curie Jordan de F1, appel\u00e9e \u00ab DHL Jordan Honda \u00bb, qui courait en jaune avec le logo rouge DHL. Jordan a racont\u00e9 avoir pouss\u00e9 DHL \u00e0 adopter le jaune, avec une r\u00e9mun\u00e9ration de vingt ans pour le \u00ab jaune Jordan \u00bb selon son associ\u00e9 Keith O&#8217;Loughlin (Sportcal, Balls.ie).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>DHL parraine-t-elle la Formule 1 ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nOui. DHL est Official Logistics Partner de la Formule 1 depuis 2004 et a renouvel\u00e9 l&#8217;accord pour plusieurs ann\u00e9es en f\u00e9vrier 2024 (Formula1.com, Ministry of Sport). Elle parraine aussi le Fastest Lap Award et le Fastest Pit Stop Award.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Que transporte DHL en Formule 1 ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\n\u00c0 chaque course, plus de mille tonnes de marchandises de grande valeur : monoplaces, moteurs, carburant, pneus, \u00e9quipements de t\u00e9l\u00e9vision et d&#8217;hospitalit\u00e9 (DHL). En 2023, les camions au biocarburant ont r\u00e9duit en moyenne de 83 % les \u00e9missions logistiques des courses europ\u00e9ennes (Formula1.com).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Que sont le DHL Fastest Lap Award et le DHL Fastest Pit Stop Award ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nLe Fastest Lap Award est d\u00e9cern\u00e9 depuis 2007 au pilote qui signe le plus de meilleurs tours de la saison. Le Fastest Pit Stop Award r\u00e9compense le travail des \u00e9quipes aux stands. Les deux sont parrain\u00e9s par DHL (DHL, Formula1.com).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Qui a fond\u00e9 DHL et pourquoi s&#039;appelle-t-elle ainsi ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nDHL a \u00e9t\u00e9 fond\u00e9e en 1969 \u00e0 San Francisco par Dalsey, Hillblom et Lynn : le nom est form\u00e9 des initiales de leurs noms de famille (Wikip\u00e9dia). Depuis d\u00e9cembre 2002, elle est enti\u00e8rement d\u00e9tenue par Deutsche Post.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Le logo DHL est jaune et rouge parce que, lors de la relance de la marque en 2003, le rouge historique de DHL a \u00e9t\u00e9 associ\u00e9 au jaune de Deutsche Post, qui avait rachet\u00e9 toutes les actions en d\u00e9cembre 2002. Selon Eddie Jordan, dont l&#8217;\u00e9curie courait en jaune, c&#8217;est lui qui a convaincu DHL lors [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194543,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20137],"tags":[],"class_list":["post-240127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-fr"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Logo DHL jaune et rouge : Jordan, Deutsche Post et la F1<\/title>\n<meta name=\"description\" content=\"Logo DHL : pourquoi jaune et rouge ? La relance de 2003 avec le jaune de Deutsche Post, le r\u00e9cit d&#039;Eddie Jordan et DHL en F1 depuis 2004. 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