While at Studio Dumbar, one of the most succesful designs I worked on was the logo for the Dutch Presidency of the European Union in 2004.
I thought it was a challenge to steer away from the obligatory combination of the national and European flag. Most countries that hold the presidency stick to this tradition of flags, with the occasional addition of a peace dove or national monument.
The result is what i would call a typical "Dutch Design" approach; to minimalize as much as possible and to allow playfulness by making small changes in the design that create paradox and surprise.
Do not be misled by its "simple" appearance. After my initial concept design, a team of 3 designers sculpted the logo into its final shape.
One first reads "EU", which is underlined by the EU blue "2004". Like all other EU members The Netherlands are only a part of Europe and are not trying to be the centre of attention. At the same time, its influence during the presidency is evident in the way that Dutch characteristics are subtly integrated into the logo. The anti-clockwise rotated "nl" becomes the "E". The colours red, white and blue refer to the Dutch flag, with white as the space between the elements. And finally the orange is a reference to the official colour of the Dutch monarchy, which is also embraced by the Dutch people as the popular national colour in games and festivities.
With our team of designers we then developped the additional event style, including a wide variety of 2D and 3D applications, even including ties for the politicians. For the packaging we developped a basic rule that made the tight production schedule throughout Holland very simple: Top and bottom: blue, front and back: logo on white, sides: one orange, one red.
Specialone-day-only passes for government leaders were issued as enamelledpins, impossible to illegally copy on such short notice and elegant towear. The stars are finally present in this design, yet in differentshapes and colour combinations than in the official EU flag,symbolizing the diversity of cultures within the EU.
The identity was so succesfull that it is literally Studio Dumbar's most stolen Identity to date. After press conferences, not just the press kits, but also the press rooms were plundered, stripped from logo bearing wall decorations, carpets and banners.
I am pleased that the Ministry of Foreign Affairs was courageous enough to choose for this modernist proposal. While working with the ministry, they struck me as very aware of how design is a crucial part of the Dutch heritage and contemporary culture. It was a true pleasure to work with them.
