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荷蘭國家新識別！logo 暗藏鬱金香，由 Holland 正名為 the Netherlands
圖片來源／rijksoverheid/NBTC
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荷蘭由 Holland 正名為 the Netherlands，並將國家 logo 設計翻新，新版設計暗藏鬱金香剪影，也反映出荷蘭的現代與開放。
回顧 2019 年，好幾個全球知名品牌不約而同重整各自的視覺識別設計，麥當勞 更新視覺識別系統，yahoo 大動作換掉 logo ，星巴克 則是首度公開了他們的「視覺識別系統設計」。荷蘭也在年尾跟上這班列車，揮別了舊有的國家 logo ，並正式由 Holland 正名為 the Netherlands。
低地之國的正名
正名的原因之一是因為，Holland 指的僅是荷蘭國內的特定區域，此後將正式正名為 the Netherlands，意思是低地之國，但中文的國名翻譯「荷蘭」將維持不變。
隱形的國花鬱金香
橘色鬱金香搭配手寫字體，印著「Holland」字樣的舊有 logo，已經使用了 20 多年。新 logo 以 the Netherlands 的縮寫 NL 和隱形鬱金香為主，靠在一起的 NL 兩字，從中心拉出 1 朵鬱金香剪影，比舊版的鬱金香更為低調微妙。
接下本次設計案的鹿特丹工作室 Studio Dumbar，曾經手過不少大案子，梵谷美術館、荷蘭政府到南韓路標設計，都看得見他們的蹤影。在 Dezeen 的報導中， Studio Dumbar表示，「傳統的鬱金香視覺，與觀光業和紀念品太過貼近，我們的設計則是傳達鬱金香的意象，這讓 NL 的縮寫更有趣、更引人注意。」
字體出自荷蘭設計師之手
Studio Dumbar 選擇的無襯線字體 Nitti Grotesk，出自荷蘭字體開發公司 Bold Monday。「Nitti Grotesk 獨特的字體溫暖而人性化。較長的 ascender 賦予字體個性，與 logo 非常相配。」Studio Dumbar 的 Dorresteijn 解釋，他也形容完成的 logo 傳達了簡單、聰明而清楚的訊息。
斥資台幣 670 萬，荷蘭政府希望透過新視覺，清楚向全世界宣告荷蘭價值。荷蘭商務經濟發展局局長表示：「新 logo 可以應用於高科技、農產品、運動、文化產業。明確的國際形象對於出口貿易、吸引外資和人才都有正面影響。」
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