How a struggling Formula 1 team 'gave' DHL its famous yellow and red colours

There perhaps isn't a more recognisable brand in the world than DHL. The logistics company's logos and banners are everywhere, and it is even the primary sponsor of the Western Province's best rugby team, the Stormers.

Yet, while the yellow and red livery is insanely popular, many people may not know that it wasn't always DHL's colours.

It all changed in 2002 when DHL replaced its white and red paintwork with the colour combination we see today - yellow and red - and it all had something to do with one enigmatic Formula 1 character, Eddie Jordan.

Jordan, an astute Irish businessman with a short-lived career as a racing driver, entered his own F1 team in 1991, racing in the sport until the end of the 2005 season.

Though the F1 team, named after its owner, never tasted the ultimate success in F1, it was responsible for Michael Schumacher's debut at the 1991 Belgian Grand Prix.

Still, Jordan, with his business acumen, drew in plenty of interest, and would also turn DHL into the recognisable brand it is today.

Here's what happened

In 1996, Jordan secured a major sponsorship from cigarette company Benson & Hedges. The company would continue its relationship with Jordan F1 until the team's demise in 2005.

However, with the FIA, F1's governing body, tightening the rules on cigarette branding on cars, B&H would change the advertising to Bitten Hisses in countries where cigarette advertising is banned.

In 1998, the B&H branding became Buzzing Hornets and in 2001, Bitten Heroes.

But, in 2000, Deutsche Post also joined the Jordan F1 team as a sponsor, and in 2002, it purchased the American-founded DHL. They subsequently asked the team's owner, Jordan, if DHL could become one of its major sponsors and the cars' liveries be changed to