New NL Brand in force as of 1 January 2020

“The Netherlands aims to be known for co-creating pioneering solutions to global challenges.”

NL Brand
©NL Government

Watch the video introducing the new brand

International Positioning Strategy of NL

Brand values

The Netherlands has a reputation for combining inclusive thinking with an open and inventive approach to working. In part this is due to our history: cooperation has deep roots in our culture, due to the constant danger of flooding that this country has always faced. We offer not only expertise but also a wide-ranging perspective that extends across industry sectors. This is why we are international leaders in fields like agriculture, logistics and water management, along with photonics, medical robotics and semi-conductors.

Our outlook can be summarised with three core concepts:

  • openness: we value freedom, transparency and clarity;
  • inventiveness: we always look for innovative and pragmatic solutions;
  • inclusivity: we look for win-win-win solutions and forms of cooperation that transcend sectors and national borders.
Minister Kaag on NL Branding

New NL Brand website

From 1 January the NL Brand website is live. This is a digital platform where all users of NL branding can find everything they need and submit content. It includes numerous examples of successful cooperation related to the SDGs. The website is also the go-to place for all the tools you need for the NL visual identity: logo sets, layout guidelines, fonts, photos, videos and presentations. You can also purchase small gifts for professional relations on the site.