{"id":242264,"date":"2024-01-03T09:24:44","date_gmt":"2024-01-03T08:24:44","guid":{"rendered":"https:\/\/rtrsports.com\/zaskakujaca-historia-za-ikonicznym-zolto-czerwonym-znakiem-dhls-jedna-lekcja-z-formuly-1\/"},"modified":"2025-06-24T15:25:39","modified_gmt":"2025-06-24T13:25:39","slug":"zaskakujaca-historia-za-ikonicznym-zolto-czerwonym-znakiem-dhls-jedna-lekcja-z-formuly-1","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/zaskakujaca-historia-za-ikonicznym-zolto-czerwonym-znakiem-dhls-jedna-lekcja-z-formuly-1\/","title":{"rendered":"Zaskakuj\u0105ca historia stoj\u0105ca za \u017c\u00f3\u0142tym i czerwonym brandingiem DHL: Lekcja od Formu\u0142y 1"},"content":{"rendered":"<h2 class=\"ai-optimize-6\"><strong>Nietypowe skrzy\u017cowanie Formu\u0142y 1 i globalnej logistyki<\/strong><\/h2>\n<p class=\"ai-optimize-7 ai-optimize-introduction\">W dziedzinie globalnej logistyki niewiele marek jest tak rozpoznawalnych jak <strong>DHL.<\/strong> Jej wszechobecne \u017c\u00f3\u0142to-czerwone logo jest znane praktycznie w ka\u017cdym zak\u0105tku \u015bwiata, od billboard\u00f3w po koszulki dru\u017cyny rugby Stormers z Western Province. Jednak wiele os\u00f3b mo\u017ce nie wiedzie\u0107, jaka historia kryje si\u0119 za charakterystyczn\u0105 szat\u0105 graficzn\u0105 DHL. Nie jest to tylko opowie\u015b\u0107 o <strong>brandingu korporacyjnym <\/strong>, ale fascynuj\u0105ce skrzy\u017cowanie przedsi\u0119biorczo\u015bci ze \u015bwiatem wy\u015bcig\u00f3w Formu\u0142y 1.<\/p>\n<h2 class=\"ai-optimize-8\"><strong>Eddie Jordan: Cz\u0142owiek stoj\u0105cy za zmian\u0105 kultowej marki<\/strong><\/h2>\n<p class=\"ai-optimize-9\">W centrum tej opowie\u015bci znajduje si\u0119 <strong>Eddie Jordan<\/strong>, by\u0142y kierowca wy\u015bcigowy, kt\u00f3ry sta\u0142 si\u0119 magnatem biznesowym, kt\u00f3ry za\u0142o\u017cy\u0142 <strong>zesp\u00f3\u0142 Jordan F1 w 1991 roku<\/strong>. Pomimo stosunkowo kr\u00f3tkiego sta\u017cu jako kierowca wy\u015bcigowy, bystry zmys\u0142 biznesowy Jordana szybko uczyni\u0142 z niego si\u0142\u0119, z kt\u00f3r\u0105 nale\u017cy si\u0119 liczy\u0107 na arenie <strong>Formu\u0142y<\/strong> 1. Jego zesp\u00f3\u0142 mo\u017ce nie zdoby\u0142 mistrzostwa, ale odegra\u0142 kluczow\u0105 rol\u0119 w rozpocz\u0119ciu kariery <strong>Michaela Schumachera<\/strong> i odegra\u0142 nieoczekiwan\u0105 rol\u0119 w kszta\u0142towaniu marki DHL, kt\u00f3r\u0105 znamy dzisiaj.<\/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=\"Jordan DHL\" width=\"600\" height=\"316\" \/><\/strong><\/h2>\n<h2 class=\"ai-optimize-11\"><strong>Benson &amp; Hedges i DHL: Z\u0142o\u017cona historia sponsoringu<\/strong><\/h2>\n<p class=\"ai-optimize-12\">Nasza historia rozpoczyna si\u0119 w 1996 roku, kiedy Jordan podpisa\u0142 znacz\u0105c\u0105 umow\u0119 sponsorsk\u0105 z <strong>Benson &amp; Hedges<\/strong>, znan\u0105 firm\u0105 produkuj\u0105c\u0105 papierosy. Wsp\u00f3\u0142praca ta trwa\u0142a a\u017c do wycofania si\u0119 Jordan F1 z tego sportu w 2005 roku i przetrwa\u0142a nawet coraz bardziej rygorystyczne przepisy FIA, organu zarz\u0105dzaj\u0105cego F1, dotycz\u0105ce brandingu papieros\u00f3w na samochodach wy\u015bcigowych. Reklama zmieni\u0142a si\u0119 z Benson &amp; Hedges na Bitten Hisses, nast\u0119pnie na Buzzing Hornets w 1998 roku, a ostatecznie na Bitten Heroes w 2001 roku, w zale\u017cno\u015bci od krajowych przepis\u00f3w dotycz\u0105cych reklamy papieros\u00f3w.<\/p>\n<p class=\"ai-optimize-13\">W 2000 roku na scen\u0119 wkroczy\u0142 kolejny gracz &#8211; Deutsche<strong>Post<\/strong>, kt\u00f3ry do\u0142\u0105czy\u0142 jako sponsor zespo\u0142u Jordan F1. W 2002 r. Deutsche Post przej\u0119\u0142a DHL, ameryka\u0144sk\u0105 firm\u0119 logistyczn\u0105, i przedstawi\u0142a pomys\u0142 uczynienia DHL g\u0142\u00f3wnym sponsorem. Propozycja obejmowa\u0142a r\u00f3wnie\u017c zmian\u0119 barw samochod\u00f3w zespo\u0142u na bia\u0142o-czerwony branding DHL, na co Jordan wyrazi\u0142 zgod\u0119.<\/p>\n<h2 class=\"ai-optimize-14\"><strong>Wyzwanie: Odwa\u017cna propozycja i rewolucja w brandingu<\/strong><\/h2>\n<p class=\"ai-optimize-15\">Spraw\u0119 skomplikowa\u0142o jednak zobowi\u0105zanie umowne z <strong>Benson &amp; Hedges<\/strong>. Umowa przewidywa\u0142a, \u017ce bolidy <strong>Jordan F1 musz\u0105 mie\u0107 \u017c\u00f3\u0142to-czerwone barwy<\/strong>. W obliczu potencjalnego konfliktu mi\u0119dzy dwoma g\u0142\u00f3wnymi sponsorami, Jordan zwo\u0142a\u0142 spotkanie z Deutsche Post i DHL, aby zaproponowa\u0107 odwa\u017cne rozwi\u0105zanie.<\/p>\n<p class=\"ai-optimize-16\">Jordan opowiedzia\u0142 o tym kluczowym spotkaniu w podca\u015bcie z by\u0142ym kierowc\u0105 F1 Davidem Coulthardem. Wezwa\u0142 DHL do ponownego rozwa\u017cenia kolor\u00f3w marki, argumentuj\u0105c: \u201ePoprosi\u0142e\u015b mnie, abym spr\u00f3bowa\u0142 uczyni\u0107 DHL najwi\u0119ksz\u0105 mark\u0105 logistyczn\u0105 na \u015bwiecie, a w obecnej sytuacji nie mog\u0119 tego zrobi\u0107. Ka\u017cdy guru marketingu powie ci, \u017ce nigdy nie powiniene\u015b zmienia\u0107 kolor\u00f3w swojej marki, ale w tym przypadku musisz ugry\u017a\u0107 kul\u0119 i zap\u0142aci\u0107 za d\u0142ugoterminowe korzy\u015bci\u201d.<\/p>\n<h2 class=\"ai-optimize-17\"><strong>Wynik: Kultowy rebranding i globalna rozpoznawalno\u015b\u0107 DHL<\/strong><\/h2>\n<p class=\"ai-optimize-18\"><strong>DHL podj\u0105\u0142 wyzwanie i w odwa\u017cnym posuni\u0119ciu przyj\u0105\u0142 kultowy ju\u017c \u017c\u00f3\u0142to-czerwony branding<\/strong>. \u015awiadectwem sukcesu tego rebrandingu jest fakt, \u017ce ponad dwie dekady p\u00f3\u017aniej DHL nadal dzia\u0142a w tej kolorystyce. <strong>Eddie<\/strong> Jordan nadal otrzymuje comiesi\u0119czne tantiemy za sw\u00f3j innowacyjny pomys\u0142.<\/p>\n<h2 class=\"ai-optimize-19\"><strong>DHL i <a href=\"http:\/\/F1.com\">Formu\u0142a 1<\/a>: Trwa\u0142e partnerstwo<\/strong><\/h2>\n<p class=\"ai-optimize-20\">Do 2004 roku, rok przed odej\u015bciem Jordan F1, <strong>DHL sta\u0142 si\u0119 oficjalnym globalnym partnerem logistycznym F1<\/strong>. Dziedzictwo zespo\u0142u Jordan F1 by\u0142o kontynuowane przez jego nast\u0119pc\u00f3w &#8211; Midland Racing (2006), Spyker (2007), Force India (2008), Racing Point (2018), a ostatnio Aston Martin w 2021 roku. Ta niezwyk\u0142a opowie\u015b\u0107 podkre\u015bla si\u0142\u0119 strategicznego brandingu i to, jak dzi\u0119ki odrobinie \u015bmia\u0142o\u015bci i zdrowej dawce przedsi\u0119biorczo\u015bci zesp\u00f3\u0142 F1 przyczyni\u0142 si\u0119 do globalnego uznania jednej z wiod\u0105cych firm logistycznych na \u015bwiecie.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nietypowe skrzy\u017cowanie Formu\u0142y 1 i globalnej logistyki W dziedzinie globalnej logistyki niewiele marek jest tak rozpoznawalnych jak DHL. Jej wszechobecne \u017c\u00f3\u0142to-czerwone logo jest znane praktycznie w ka\u017cdym zak\u0105tku \u015bwiata, od billboard\u00f3w po koszulki dru\u017cyny rugby Stormers z Western Province. Jednak wiele os\u00f3b mo\u017ce nie wiedzie\u0107, jaka historia kryje si\u0119 za charakterystyczn\u0105 szat\u0105 graficzn\u0105 DHL. Nie [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194547,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20213,20214],"tags":[],"class_list":["post-242264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pl","category-formula1-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Historia \u017c\u00f3\u0142tej i czerwonej marki DHL<\/title>\n<meta name=\"description\" content=\"To nie tylko opowie\u015b\u0107 o brandingu korporacyjnym, ale tak\u017ce skrzy\u017cowanie bystro\u015bci biznesowej ze \u015bwiatem wy\u015bcig\u00f3w Formu\u0142y 1.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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