As Holland will henceforth officially be known as “The Netherlands,” the country was in need of a clarifying brand voice that explained, at least visually, the change.
The country’s previous logo used the name “Holland” and an abstracted tulip. The scripty, brushstroked nature of this design was difficult to use in more official, business-oriented applications, and it was nearly impossible to translate into a simple icon for on-screen or smaller needs. The new design, created by Studio Dunbar, embeds the shape of a tulip into the typography itself, creating a clear icon that works for many applications. The new system continues to use the color orange, a color associated with the House of Orange, the country’s royal family.