Corporate Eye

Just Yodel It to Me

“Just Yodel it to me.”  That’s a phrase you’re likely to start hearing a lot in the near future with the launch of HDN’s new brand identity.

HDN (Home Delivery Network) is the biggest home delivery service in the United Kingdom.  After purchasing part of DHL’s U.K. business, HDN needed a revamped brand identity, and in an attempt to stand out from the acronym-heavy package delivery business, the company went with a fresh, creative, and memorable brand name — Yodel.

That’s right, “can you Yodel it to me?” is catchy, isn’t it?  Check out the old HDN logo compared to the new Yodel logo below.


yodel_logo


Here’s the strategy behind the new identity from The Clearing, the company that created the new Yodel identity:

“We created the name Yodel by building on the brand promise and thinking about the service from the perspective of both business and home customers: ‘it’s your delivery’. So Yodel comes directly from the words ‘YOur DELivery’. And because the service is tailored for customers, it’s their call how it works — which perfectly resolves the name.”

The new logo is clean and simple and works well in the bright colors connected with the new brand identity.  There is no doubt that Yodel delivery trucks will stand out on the street and develop a brand persona all their own.


yodel_trucks


And I love the slogan on the back of the new Yodel vans: “You get more delivery options and a can-do attitude when you Yodel it.”


yodel_truck_back


There are just so many creative ways that this new brand identity can bring a business in a fairly dull industry to life.


yodel_graphic


Sure, it might take a little time for consumers to catch on to the Yodel craze, but I think it will inevitably sink into popular culture and live harmoniously as a brand, a proper noun, and a verb.

What do you think of the new Yodel brand identity?  Love it or hate it?  Leave a comment and share your thoughts.

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
 
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