Logo reflects cooperation and flexibility
Natuur & Milieu develops innovative solutions, drives cooperation between varying parties and brings people together. Olof van der Gaag, communication and fundraising manager of Natuur & Milieu: “We are very proud of our new visual identity. It is a powerful cfontemporary visualization of our strategy and ambition. We are showing our confidence, and are showing people who we are while inviting people, companies and governments to join us in our efforts. We will do our utmost to realize sustainable solutions in the middle of Dutch society with this new identity.”
Signaling groundbreaking projects
The new visual identity Interbrand created has been built around a differentiating logo: the “Ampersand Stamp”. “The ‘Ampersand Stamp’ reflects what this organization does” says Alexanda Hulme, Designer at Interbrand Amsterdam and creative force behind the new identity. “The three equal curves join the markets and stakeholders together (business, government and people); the open circle surrounds the stamp, and it’s openness allows others into its world” says Hulme.
Part of the new visual identity touches on Natuur & Milieu’s desire to reveal themselves as the people behind groundbreaking projects. This ambition is reflected as a fold on the page, allowing a look at what lies behind and thereby allowing the brand to appear to come from being behind a project, to being at the front. To establish a relationship with the ‘Ampersand Stamp’ Interbrand used a triangle to represent the fold, as its three points reference the markets and stakeholders of the organization: government, businesses and people.
Homage to typography of the Amsterdam School
“As we are constantly inspired by the environment, we took cues from our world in helping us develop this visual language” says Alexanda Hulme. “This custom typeface pays homage to the typography of the Amsterdam School (1910–1930) which is prevalent in cities around the Netherlands. The new color palette reflects the ever-changing personality of nature, our colors change with the seasons and time of day. From a spring morning in Brabant to a winter’s sunset in Zandvoort these colors are shown in our palette. This variety of color allows the brand to sing or shout depending on the context” says Hulme.
“This new identity was created to place Natuur & Milieu at the heart of Dutch society” says Patrick Stal, Senior Consultant at Interbrand Amsterdam. “Natuur & Milieu’s activities and projects are unique in that they create targeted lasting partnerships. Because we believe in the core idea of this organization, and because we were able to create groundbreaking design with this organization, we largely created this identity pro-bono. We are convinced that with this new identity, Natuur & Milieu has become the most unique brand on the European non-profit market and will therefore be a beacon to all its stakeholders.”