Digital / Strategy
Early 2024, the Ministry of Foreign Affairs launched a design competition on behalf of NATO.
Together with Clarify and Ontwerpwerk, I took the challenge of designing a concept and logo for the NATO summit in 2025.
The aim is to showcase the Netherlands as a reliable ally, emphasizing protection, strength, and unity, while infusing the event with the innovative spirit of Dutch Design. This is achieved by connecting NATO to Dutch symbols in a way that is both recognizable and abstract.
How can the Netherlands create a brand identity for the NATO Summit that blends familiarity with unexpected elements, connecting NATO with both obvious and abstract symbols of Dutch culture?
Wings of Unity
For the visual concept we teamed up with Ontwerpwerk and did a brainstorm sprint to gather as many ideas as possible.
Energetic Spirit: The design incorporates the windmill shape intertwined with the contours of the Netherlands, representing Dutch heritage and the collective pursuit of shared goals.
Bright and Dutch: The color orange symbolizes vitality, energy, and enthusiasm, reinforcing the connection to the Netherlands.
Strong Alliance: The symbol conveys unity and strength, acknowledging NATO's ongoing need for adaptation and cohesion.
Warm Hospitality: The use of the Nitty Grotesk font, with its human and warm characteristics, reflects the Netherlands' welcoming nature.
The brand identity for NATO Summit '25 draws inspiration from Dutch history, particularly the iconic Dutch sky featured in works by painters like Rembrandt and Van Gogh. This inspiration is translated into the color palette, blending tradition with modernity. The resulting design embodies Dutch creativity and the nation's commitment to NATO's mission of peace and security, making the summit's identity both memorable and meaningful.
I was responsible for the final design concept, fine-tuning the representation of the Dutch skies, working on the color gradients, selecting and refining typography, and ensuring the design adhered to NATO’s creative and graphic restrictions.
Yes de Jong 2024