Motorsport Livery Lessons That Shape Vehicle Branding
posted 2nd December 2025
When you spot a bright yellow van or a red-and-yellow delivery truck carrying goods down a motorway, it’s likely you recognise the brand instantly. But did you know that one of the world’s most iconic logistics colour schemes was born out of a bold decision in motorsport livery design - a decision that turned a simple sponsorship into global brand identity?
That story, from the days of Jordan Grand Prix, offers powerful lessons for anyone looking to wrap, brand or rebrand a fleet, van, car, or lorry.
At Popin, we help businesses and motorsport teams alike to create striking, memorable liveries and vinyl wraps.
In this article, we explore how the famous yellow-and-red branding of DHL came to be, how that story underlines the power of livery design, and - most importantly - what that means for your own vehicle branding projects.
"Mercedes Zandvoort with DHL branded livery" (CC BY-SA 2.0) by Martin de Witte via Flickr
How a Formula 1 Sponsorship Created an Iconic Brand Palette
In 2002, logistics company DHL became a major sponsor of the Jordan F1 team.
At the time, DHL’s branding was white and red. Meanwhile, the Jordan F1 team’s primary livery colours were yellow and red, mandated by another existing sponsorship deal with Benson & Hedges.
Faced with a colour conflict, the team’s owner - Eddie Jordan - proposed something bold: instead of forcing the race team to run red and white against their contractual obligations with Benson & Hedges, DHL should instead adopt the yellow-and-red palette.
The risk was real. As Eddie Jordan himself admitted, marketing experts usually caution against changing a brand’s colours. But after plenty of deliberation, DHL agreed - and more than two decades later, the red-on-yellow scheme remains central to its global identity.
This remarkable decision shows how a well-designed livery and powerful colour combo - even for a planned temporary sponsorship - can influence brand perception worldwide. It demonstrates that purposeful, thoughtful colour and graphic design on a vehicle can transcend aesthetics and become part of a brand’s DNA.
The instantly recognisable yellow and red brand colours of DHL are now seen on all types of vehicle branding from aeroplanes to vans.
"Boeing 757, DHL" (CC BY-SA 3.0) by Wim Bladt via Wikimedia
"DHL Van" (CC BY-SA 4.0) by MB-One via Wikimedia
What the DHL Story Teaches Us About Vehicle Branding Today
Whether you’re wrapping a race car or a fleet of delivery vans, the principles remain the same.
From this example, we can draw several key takeaways:
1. Bold, consistent colours build instant brand recognition
When DHL adopted yellow and red, every van, aircraft, and transport vehicle instantly became part of a unified global identity. Those bold colours created immediate recognition on motorways, in depots, and even in airports - proving that visual consistency is one of the strongest tools in brand building. For businesses today, applying a consistent colour scheme across your wrapped vehicles ensures your fleet becomes a moving, memorable advert seen by thousands every week.
2. Design decisions can have long-term brand impact
A strategic livery is far more than a short-term marketing idea - it can evolve into a permanent part of your brand’s legacy. DHL’s bold colours have endured for decades, shaping public perception and reinforcing trust across generations of customers. For modern businesses, this is a reminder that choosing the right design, colours, and layout when wrapping your fleet can influence your market presence for many years. The return on investment extends long beyond installation, especially when the design reinforces your brand identity wherever your vehicles travel.
3. Livery design must balance branding and visibility
Motorsport liveries must look stunning - but they also serve important visibility and sponsor-placement functions. The DHL example shows that high-contrast colours such as yellow and red are incredibly effective for maintaining clarity, whether seen at high speed or from a distance. For commercial fleets, the same logic applies. Using contrasting colours and strong visual structure ensures your branding remains legible and memorable even when your vehicles are moving or positioned far from the viewer.
4. Vinyl wraps offer flexibility and cost-effective rebranding
If DHL had wanted to revert to its old white-and-red scheme, repainting the entire fleet would have been expensive and slow. Vinyl wraps, however, offer the agility to refresh or update branding without taking vehicles off the road for long periods. At Popin, we regularly recommend wrapping to clients who plan future rebrands, seasonal campaigns, or updated marketing messages. It’s an efficient, scalable option that allows businesses to refresh their identity quickly and affordably.
Other Great Examples of Iconic Vehicle Liveries
The DHL-Jordan story isn’t unique. Many brands and teams over the years have used vehicle liveries as a canvas for identity and marketing.
A few notable examples:
Martini
FedEx
Coca-Cola
Domino's Pizza
| Vehicle / Use Case | Why It Works | Branding Benefit |
|---|---|---|
| Mobile road-show vans | Large surfaces, frequent street presence | Every journey becomes advertising |
| Race cars (GT, endurance, touring) | High-speed visibility + media exposure | Maximises sponsor and brand impressions under spotlight |
| Fleet vehicles (vans, lorries) | Consistent branding across fleet | Builds trust and brand recognition among customers |
| Event or seasonal wraps | Temporary, high-impact visuals | Cost-effective marketing without long-term commitment |
What This Means for You - As a Business or Motorsport Team Owner
If you’re considering a new wrap, rebrand, or livery for your vehicles - whether they’re race cars, vans, lorries, or even corporate cars - here are the most important takeaways from the DHL story and our long experience at Popin:
Embrace Colour and Contrast
Bold, high-contrast palettes make your vehicles stand out on the road and stay memorable in customers’ minds.
Think Long-Term
Designs that age well become enduring brand assets, creating a lasting impression beyond a one-off campaign.
Use Professional Design and Installation
Even the strongest concept needs expert execution. Proper prep, high-quality materials, and precise application ensure maximum impact.
Be Ready to Evolve
Vinyl wraps provide flexibility. Refresh branding, update sponsors, or run limited-time campaigns without repainting vehicles.
Leverage Every Vehicle as Brand Real Estate
Your fleet is mobile marketing. Every mile is an opportunity to cement brand recognition and reach new audiences.
How Popin Can Help You Build a Memorable Vehicle Identity
At Popin, we’ve helped countless businesses and motorsport teams to create liveries and wraps that don’t just look good - they deliver impact.
Our services include:
Bespoke Livery Design
From initial sketches to polished final artwork, we create designs tailored to your brand and vehicle.
Full-Colour Vinyl Wrap Production
Premium materials and precise printing ensure vibrant, long-lasting wraps that turn heads on every road.
Professional Installation
Experienced wrap technicians expertly fit every panel, ensuring a flawless finish that performs as well as it looks.
Fleet Branding Projects
We wrap vans, lorries, coaches, plant machinery and more, giving every vehicle a consistent, professional look.
Motorsport Livery Design
From race car design to track-ready wrap installation, we create liveries that perform on and off the track.
Soft-Wrap and Temporary Campaigns
Ideal for seasonal promotions or rebrands, these wraps offer flexibility without permanent commitment.
We combine creative vision with technical skill to ensure your vehicles stand out - and stay durable too.
Wrapping Things Up
The story of how DHL’s iconic yellow-and-red branding was born from a bold decision at Jordan Grand Prix is a powerful example of what great livery design can achieve. It shows that a thoughtful colour scheme - executed professionally - can transform a fleet into a global brand image, and a motorsport sponsorship into a branding milestone.
Whether you run a racing team, a courier fleet, a delivery service, or a growing trade business - smart vinyl wraps and liveries can turn your vehicles into moving brand ambassadors.
If you’re considering giving your fleet or company vehicles a visual upgrade, or want a slick livery for a race car or promotional vehicle - get in touch. We’ll help you create a design that doesn’t just move you from A to B, but moves your brand forward.
