The company is aiming to create so much brand awareness in the delivery sector that consumers demand that they are given the option of choosing the rebranded service when ordering goods.
The new brand identity, created by The Clearing and Savvy Marketing, aims to highlight the personal service Yodel offers businesses and consumers.
It will be supported by a business-to-business press and direct marketing campaign that features the strapline “Your delivery, your call”. A consumer campaign is planned for next year.
Savvy Marketing founder and chief executive Catherine Shuttleworth says Yodel wants to “challenge conventions” in a sector that is known for companies with “functional names and white vans”.
She adds the aim is that customers adopt the phrase “Yodel it” as a means of delivery.
The name change comes as the company looks to grab a larger slice of the parcel delivery market from rivals.
HDN acquired DHL’s domestic parcel division in January making it the second largest parcel delivery service in the UK with 17% of the market behind Royal Mail on 30%.
The new name is be rolled out across HDN’s business-to-business and consumer services this year, including its fleet of 400 delivery vehicles. A rebranding of the DHL business is planned for next year.