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Holland no more: Dutch government officially changes nickname

Government of the Netherlands: The Dutch authorities have decided to rebrand their country’s international image, with a switch from calling it ‘Holland’ to ‘The Netherlands’.

The Netherlands and the Kingdom of the Netherlands can be recognised internationally by a new logo. The logo is characterised by two symbols: NL and a stylised orange tulip. The logo replaces the much used ‘Holland tulip’ of the Netherlands Board of Tourism & Conventions’ (NBTC).

The new style is the result of a strategy developed to more clearly show what the Netherlands has to offer to the world. Minister Kaag (Foreign Trade and Development Cooperation): ‘The new logo can be applied across a range of fields, from high tech to agrifood and from sport to culture. A clear cut international image is positive for our exports and the attraction of investment and talent.’

Minister Wiebes (Economic Affairs and Climate): ‘It is important to convey to the world what we are good at. According to the World Forum, the Netherlands is the most competitive economy of Europe and the fourth most competitive in the world. We also create innovative solutions to technical and social challenges and work collaboratively across borders of both sectors and countries.’

Ministries, embassies and the Netherlands Enterprise Agency can use the new style from January onwards. The topsectors, universities, cities, sports federations and other government and private sector organisations who work together with the government on a project can also do so.

The logo can be used for conferences and trade missions, on pavilions at international expositions and for a variety of other occasions in different combinations.

The words ‘The Netherlands’ will be the official branding at the Olympic Games in Tokyo in 2020 and at the Eurovision Song Contest in Rotterdam this May.