Meticulously studying the NL brand, we sought creative solutions within the restrictive limits imposed by the brand guidelines. Strategically selecting brand elements, we built a new distinctive design language. We introduced a new logo-mark, an alternative colour scheme, and incorporated multiple patterns. The interaction of all these visual elements allows the brand to exist on its own, embodying an entirely new purpose.
We were asked by the Netherlands Point of Entry to diversify the brand from the mother institution NL. Netherlands Point of Entry is one branch of the NL brand, which, being a governmental organisation, is sealed by an articulated brand book. While adhering to the guidelines set by the mother brand book, the request was to make it stand out on its own by showcasing its unique vision and mission.
The starting point for the logo mark was the NL logotype. A small detail was extracted, and the lines were reworked to breathe new life into it. The result is a unique mark that evokes the company name and mission: facilitating companies to enter the Dutch market. The white shapes symbolise the gate, and the dot signifies the point.
The logo establishes the foundation for a new design language, providing the opportunity to create a series of patterns. These new elements play a core role in the identity. They serve an aesthetic function, adding a playful component to the brand, and also hold symbolic meaning by recalling the traditional Dutch flower: the tulip.
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