Every year, millions of people flock to the Netherlands, or more precisely, to just one part of it: Holland. In an effort to manage overtourism, the entire country is rebranding.
Why the Netherlands is ditching Holland as its nickname – Quartz
The government of the Netherlands has a message for the world: There’s more to our country than just Holland.
To ensure nobody forgets it, the country says it will stop using Holland as its nickname come January. The move, which comes ahead of the 2020 Tokyo Olympics and the Eurovision Song Contest (which the Netherlands will host this year), is part of a €200,000 ($223,000) rebranding campaign to update the country’s international image.
The Netherlands reveals new identity and drops ‘Holland’ for good – Design Week
While the old logo featured an expressively drawn tulip, the new logo embeds the Dutch icon in a more subtle way through the use of negative space.
The N and L lettering forms a silhouette of the tulip’s petals. “The logo is intriguing, but at the same time solid and straight to the point,” Studio Dumbar tells Design Week.
In this way, the logo is “a true reflection of the Dutch mentality”, according to the studio.