How To Create Modern Branding For The Monarchy

How To Create Modern Branding For The Monarchy

Inauguration of a new Dutch King is commemorated with new insignia attuned to the marketing age.

Daniela Walker
  • 9 may 2013

Monarchy in the 21st century requires the perfect blend of modernity and tradition. The inauguration of King Willem-Alexander of the Netherlands last week, came replete with pomp, circumstance and a new logo for the monarch.


Local design firm koeweiden postma were given the brief to ‘create a festive, yet regal design for the city dressing of Amsterdam’ with strict instructions to keep crowns and text out the insignia. The firm took the then-prince’s monogram and updated it, removing the crown and modernizing the typography, whilst using the country’s patriotic colors, red, white and blue throughout. Touches of orange were also included in the design, the color most often associated with the country, and the color of the Dutch Royal Family, whose lineage stems from the House of Orange-Nassau, and William of Orange.


1, 100 flags and banners and more than 500 bus shelter posters and billboards, advertised the arrival of the new king, the first male monarch in over 100 years. The design is simple yet powerful, festive and patriotic, regal but inornate – a brand fit for a king.


koeweiden postma


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