{"id":240129,"date":"2023-05-15T14:14:54","date_gmt":"2023-05-15T12:14:54","guid":{"rendered":"https:\/\/rtrsports.com\/kisah-mengejutkan-di-balik-branding-dhls-kuning-merah-yang-ikonik-sebuah-pelajaran-dari-formula-1\/"},"modified":"2026-10-02T15:27:33","modified_gmt":"2026-10-02T13:27:33","slug":"kisah-mengejutkan-di-balik-branding-dhls-kuning-merah-yang-ikonik-sebuah-pelajaran-dari-formula-1","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/id\/blog\/cerita-mengejutkan-di-balik-dhls-ikonik-kuning-merah-merek-sebuah-pelajaran-dari-formula-1\/","title":{"rendered":"Logo DHL: mengapa kuning dan merah, dan kaitannya dengan F1"},"content":{"rendered":"<p><strong>Logo DHL berwarna kuning dan merah karena pada peluncuran ulang merek tahun 2003 warna merah historis DHL digabungkan dengan kuning Deutsche Post, yang mengambil alih seluruh saham pada Desember 2002. Menurut Eddie Jordan, yang timnya membalap dengan warna kuning, dialah yang meyakinkan DHL saat sponsornya pada 2002: versi ini tidak dikonfirmasi oleh DHL. Kaitan yang terverifikasi dengan Formula 1 adalah hal lain: DHL menjadi sponsor utama Jordan pada 2002 dan menjadi Official Logistics Partner F1 sejak 2004.<\/strong><\/p>\n<p><em>Diperbarui pada Oktober 2026.<\/em><\/p>\n<p>Pada Februari 2002, di sebuah hangar DHL di bandara Brussel, Jordan memperkenalkan EJ12: kuning seperti biasa, dengan logo merah DHL di sidepod (Grand Prix.com, Heritage F1). Kini warna kuning itu menjadi warna salah satu perusahaan logistik paling dikenal di dunia. Seberapa besar peran Formula 1 dalam pilihan itu adalah soal dokumen, kisah, dan setelan kuning: di sini ketiganya kami pisahkan.<\/p>\n<h2>Logo DHL secara singkat<\/h2>\n<ul>\n<li>Warna kuning pada logo DHL adalah kuning Deutsche Post, yang digabungkan dengan merah DHL pada peluncuran ulang merek yang diumumkan Maret 2003 (Horizont, Transform Magazine).<\/li>\n<li>Pada 2002 tim Jordan di F1, yang membalap dengan warna kuning, memiliki DHL sebagai sponsor utama dan bernama &#8220;DHL Jordan Honda&#8221; (Sportcal, Grand Prix.com).<\/li>\n<li>Eddie Jordan bercerita bahwa ia meyakinkan DHL untuk berganti kuning, dengan imbalan atas pemakaian &#8220;kuning Jordan&#8221; selama dua puluh tahun: versi yang tidak dikonfirmasi DHL (News24, Balls.ie).<\/li>\n<li>DHL adalah Official Logistics Partner Formula 1 sejak 2004 dan memperbarui kesepakatan pada Februari 2024 untuk beberapa tahun (Formula1.com, DHL).<\/li>\n<li>Di F1 DHL mengangkut lebih dari seribu ton kargo di setiap balapan dan menjadi sponsor dua penghargaan: Fastest Lap Award dan Fastest Pit Stop Award (DHL, Formula1.com).<\/li>\n<\/ul>\n<h2>Peluncuran ulang 2003: apa yang terdokumentasi<\/h2>\n<p>DHL lahir pada 1969 di San Francisco dan namanya dibentuk dari inisial tiga pendirinya: Dalsey, Hillblom, dan Lynn (Wikipedia). Deutsche Post mulai membeli saham pada 1998, menguasai kendali pada 2001, dan mengambil alih seluruh saham pada Desember 2002 (Wikipedia).<\/p>\n<p>Pada 6 Maret 2003 grup mengumumkan peluncuran ulang DHL sebagai merek tunggal untuk ekspres dan logistik, dengan investasi 125 juta euro selama tiga tahun: Euro Express dan Danzas tidak lagi menjadi merek mandiri dan merah DHL digabungkan dengan kuning Deutsche Post (Horizont). Transform Magazine menggambarkan peralihan yang sama: &#8220;kuning Post&#8221; ditambahkan ke merek DHL untuk menandai integrasi (Transform Magazine). Tidak satu pun dari kedua sumber menyebut Formula 1 sebagai alasan pemilihan kuning.<\/p>\n<h2>Jordan kuning dan 2002<\/h2>\n<p>Eddie Jordan mendirikan tim F1-nya pada 1991 dan pada tahun yang sama debut bersama Michael Schumacher di Spa, menggantikan Bertrand Gachot (Wikipedia). Sejak 1996 sponsor utamanya adalah Benson &#038; Hedges dan livery berubah menjadi kuning (Wikipedia). Deutsche Post, lewat DHL, sudah dua tahun mendampingi tim ketika pada 2002 DHL menjadi sponsor utama: mobil bernama &#8220;DHL Jordan Honda&#8221;, tetap kuning, dan membawa logo merah DHL di sidepod (Sportcal, Grand Prix.com). Benson &#038; Hedges tetap ada di mobil (Wikipedia, 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=\"Jordan EJ12 kuning milik Takuma Sato dengan logo merah DHL di sidepod, di Indianapolis pada 2002\" width=\"600\" height=\"316\" \/><\/p>\n<h2>Versi Eddie Jordan<\/h2>\n<p>Kisahnya, yang dilaporkan News24 pada 2023 dan Balls.ie pada Desember 2025, begini. Deutsche Post, yang baru memiliki DHL, menginginkan Jordan putih agar sesuai dengan merek yang saat itu putih dan merah. Jordan menolak, karena kontraknya dengan Benson &#038; Hedges menuntut mobil berwarna kuning. Ia datang ke rapat dewan DHL berpakaian serba kuning dan menunjukkan gambar van dan pesawat pesaing: yang putih membaur, yang kuning langsung terlihat. Agar dikenali di seluruh dunia, katanya pada intinya, DHL harus berwarna kuning. Menurut Keith O&#8217;Loughlin, sahabat sekaligus rekan bisnisnya, ia juga mendapat imbalan atas pemakaian &#8220;kuning Jordan&#8221; selama dua puluh tahun (News24, Balls.ie).<\/p>\n<p>Kami tidak menemukan konfirmasi dari DHL, dan kuning Deutsche Post sudah muncul dalam dokumen peluncuran ulang 2003: kedua versi tidak saling meniadakan, tetapi yang kedua tetap berupa kisah, bukan fakta terdokumentasi. Jordan meninggal pada 2025 (Balls.ie).<\/p>\n<h2>DHL dan Formula 1 saat ini<\/h2>\n<p>Sejak 2004 DHL adalah Official Logistics Partner F1 (Formula1.com, Ministry of Sport) dan, menurut DHL, mitra terlama dalam sejarah olahraga ini (DHL). Pada 2021 kesepakatan diperbarui untuk jangka panjang dan pada Februari 2024 untuk beberapa tahun (F1technical, Formula1.com).<\/p>\n<p>Tugasnya membawa kejuaraan dari satu balapan ke balapan berikutnya: setiap akhir pekan DHL mengangkut lebih dari seribu ton kargo bernilai tinggi, termasuk mobil balap, mesin, bahan bakar, ban, serta peralatan televisi dan hospitality (DHL). Pada 2023 truk berbahan bakar nabati yang dipakai di balapan Eropa memangkas emisi logistik rata-rata 83%, dan pada 2024 jumlahnya naik menjadi 37 (Formula1.com, Ministry of Sport).<\/p>\n<p>DHL juga menjadi sponsor dua penghargaan: Fastest Lap Award, yang sejak 2007 diberikan kepada pembalap dengan lap tercepat terbanyak dalam satu musim, dan Fastest Pit Stop Award, yang menghargai kerja tim di pit lane (DHL, Wikipedia, 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=\"Spanduk DHL kuning dan merah di paddock F1, di belakang tiang bertuliskan Williams Martini Racing\" width=\"560\" height=\"400\" \/><\/p>\n<h2>Apa pelajarannya bagi sponsor<\/h2>\n<p>Kasus DHL memperlihatkan dua hal, dan itu bacaan kami, bukan angka yang dipublikasikan. Pertama, warna adalah bagian dari kontrak sponsor dan dinegosiasikan seperti ruang di mobil. Kedua, hubungan dengan F1 bertahan sejak 2004 karena DHL punya peran fungsional, mengangkut kejuaraan, di samping logo: itulah beda antara stiker dan platform, yang dibahas dalam panduan tentang <a href=\"https:\/\/rtrsports.com\/id\/blog\/apa-itu-aktivasi-sponsorship-olahraga\/\">aktivasi sponsor olahraga<\/a>.<\/p>\n<p>Untuk memahami apa yang dibutuhkan agar bisa masuk, ada panduan tentang <a href=\"https:\/\/rtrsports.com\/id\/blog\/formula-biaya-1-sponsor\/\">biaya sponsor di Formula 1<\/a> dan halaman tentang <a href=\"https:\/\/rtrsports.com\/id\/sponsor-formula-1\/\">sponsor di Formula 1<\/a>.<\/p>\n<p>Entah kuning dipilih oleh Jordan, Deutsche Post, atau sebuah meja pemasaran, tetap ada pertanyaan berguna bagi siapa pun yang akan menandatangani sponsor: apa yang siap Anda ubah, selain logo, agar dikenali?<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Ingin membawa merek Anda ke Formula 1?<\/strong><br \/>RTR Sports Marketing membangun sponsor di motorsport sejak 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/id\/sponsor-formula-1\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponsor Formula 1<\/a><br \/><\/div>\n<p><em>Gambar: Takuma Sato di Jordan EJ12 di Indianapolis pada 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 F1 dengan spanduk 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>Sumber<\/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 meluncurkan ulang DHL sebagai merek tunggal (Maret 2003)<\/a>; <a href=\"https:\/\/www.transformmagazine.net\/articles\/2014\/forwarding-address\/\" target=\"_blank\" rel=\"nofollow noopener\">Transform Magazine, kisah merek DHL<\/a>; <a href=\"https:\/\/en.wikipedia.org\/wiki\/DHL\" target=\"_blank\" rel=\"nofollow noopener\">Wikipedia, DHL<\/a>; <a href=\"https:\/\/en.wikipedia.org\/wiki\/Jordan_Grand_Prix\" target=\"_blank\" rel=\"nofollow noopener\">Wikipedia, 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 utama Jordan<\/a>; <a href=\"https:\/\/www.grandprix.com\/news\/dhl-jordan-honda-launches-ej12.html\" target=\"_blank\" rel=\"nofollow noopener\">Grand Prix.com, peluncuran 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 dikisahkan Keith O&#8217;Loughlin (Desember 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, bagaimana sebuah tim F1 memberi DHL warnanya (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, pembaruan kemitraan dengan 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, pembaruan F1-DHL (2024)<\/a>; <a href=\"https:\/\/inmotion.dhl\/en\/formula-1\" target=\"_blank\" rel=\"nofollow noopener\">DHL, Formula 1<\/a>; <a href=\"https:\/\/www.f1technical.net\/news\/23125\" target=\"_blank\" rel=\"nofollow noopener\">F1technical, pembaruan F1-DHL (2021)<\/a>; <a href=\"https:\/\/inmotion.dhl\/en\/formula-1\/fastest-lap-award\" target=\"_blank\" rel=\"nofollow noopener\">DHL, Fastest Lap Award<\/a>; RTR Sports Marketing, sponsor di motorsport.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Pertanyaan yang sering diajukan<\/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>Mengapa logo DHL berwarna kuning dan merah?<\/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>\nKarena pada peluncuran ulang merek tahun 2003 merah DHL digabungkan dengan kuning Deutsche Post, pemilik 100% sejak Desember 2002 (Horizont, Wikipedia). Eddie Jordan mengklaim ia meyakinkan DHL berganti kuning karena sponsor timnya di F1, tetapi DHL tampaknya tidak mengonfirmasi versi itu.<\/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>Apa kaitan Eddie Jordan dengan 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>\nPada 2002 DHL menjadi sponsor utama tim Jordan di F1, yang bernama &#8220;DHL Jordan Honda&#8221; dan membalap dengan warna kuning dan logo merah DHL. Jordan bercerita ia mendorong DHL memakai kuning, dengan imbalan dua puluh tahun untuk &#8220;kuning Jordan&#8221; menurut rekannya 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>Apakah DHL menjadi sponsor Formula 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>\nYa. DHL adalah Official Logistics Partner Formula 1 sejak 2004 dan memperbarui kesepakatan untuk beberapa tahun pada Februari 2024 (Formula1.com, Ministry of Sport). DHL juga menjadi sponsor Fastest Lap Award dan 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>Apa yang diangkut DHL di Formula 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>\nDi setiap balapan, lebih dari seribu ton kargo bernilai tinggi: mobil balap, mesin, bahan bakar, ban, serta peralatan televisi dan hospitality (DHL). Pada 2023 truk berbahan bakar nabati memangkas emisi logistik balapan Eropa rata-rata 83% (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>Apa itu DHL Fastest Lap Award dan 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>\nFastest Lap Award sejak 2007 diberikan kepada pembalap dengan lap tercepat terbanyak dalam satu musim. Fastest Pit Stop Award menghargai kerja tim di pit lane. Keduanya disponsori 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>Siapa pendiri DHL dan mengapa dinamakan begitu?<\/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 didirikan pada 1969 di San Francisco oleh Dalsey, Hillblom, dan Lynn: namanya dibentuk dari inisial nama belakang mereka (Wikipedia). Sejak Desember 2002 DHL sepenuhnya dimiliki 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>Logo DHL berwarna kuning dan merah karena pada peluncuran ulang merek tahun 2003 warna merah historis DHL digabungkan dengan kuning Deutsche Post, yang mengambil alih seluruh saham pada Desember 2002. Menurut Eddie Jordan, yang timnya membalap dengan warna kuning, dialah yang meyakinkan DHL saat sponsornya pada 2002: versi ini tidak dikonfirmasi oleh DHL. Kaitan yang [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20126],"tags":[],"class_list":["post-240129","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-id"],"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 kuning dan merah: Jordan, Deutsche Post, dan F1<\/title>\n<meta name=\"description\" content=\"Logo DHL: mengapa kuning dan merah? Perombakan merek 2003 dengan kuning Deutsche Post, kisah Eddie Jordan, dan peran DHL di F1 sejak 2004. 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