At the opening of the Amsterdam HISWA boat show, Dutch Infrastructure and Environment Minister Schultz van Haegen officially renamed the Netherlands Foundation for Aquatic Recreation. The repositioning of the organization, which will continue by the name of “Stichting Waterrecreatie Nederland” (Netherlands Water Recreation Foundation), stretches the organization’s ambitions and begs a new visual identity that is in line with the foundation’s revised objectives.
In close cooperation with Waterrecreatie Nederland, we developed a new logo and corporate identity. Based on the foundation’s new brand identity, we created several communications: the website, stationery, PowerPoint and Word templates, and business cards. We also created corporate identity guidelines. These new guidelines capture the company’s identity in a single place, and ensure that future communications can be designed to match the newly-chosen style.
Waterrecreatie Nederland advocates the interests of water sports enthusiasts in the Netherlands. In order to forge widely supported plans that promote water sports, the foundation convenes public and private parties that are active in this field. Public partners in Waterrecreatie Nederland are the provinces, water authorities, and municipal and national governments. Private partners that sit on the foundation’s board are the ANWB (Royal Dutch Touring Club), HISWA Association, and the Water Recreation and Sports Fishing Platform Netherlands. Together they represent over a million organized and individual water recreationists – people who enjoy such widely varying activities as sailing, motor yachting, sports fishing, kitesurfing, wakeboarding, water skiing, scuba diving, and canoeing.
The new logo is a stylistic representation of the Netherlands, with a particular emphasis on our country’s aqueous nature. By depicting the borders of the country, the new, nation-wide, and broad approach of the organization is highlighted. The fun of water sports enthusiasts shows from the free and upbeat lines that portray the Netherlands. The colors underline the foundation’s logo and the ambitions driving it. Please refer to the images above for a presentation of the logo.
Creating a new logo is an interactive process. First, we perform an in-depth study of the desired image and expand on it. What do you want the logo to communicate? Based on a clear idea of the desired identity we explore several possibilities. The resulting sketches are discussed with our client in order to obtain their early feedback. Some of our sketches are then developed into a design. These are presented to our client once more, after which a final selection is made.
Another interesting example of corporate rebranding is the development of AGMI’s new identity. You can read more on this project here.
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