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New Logo and Identity for The Hague by Ontwerpwerk
 

before

after

Noted Jun. 11, 2014 by Armin

Industry / Destinations Tags /

About

The Hague is the international city of peace and justice. A modern metropolis with an extensive history and a variegated population. The Hague is the capital of the province of South Holland. The Dutch government and parliament are located in the city, and it is the residence of the royal family.”

Design by

Ontwerpwerk (The Hague)

Related links

Ontwerpwerk project page
The Hague press release
New identity brochure (PDF)

Relevant quote
The Hague logo consists of a stylization of the coat of arms (the logo) and the name of The Hague (the word). These are inseparable. The logo is formed by two, built up from facets, lions wearing a crowned shield. The typical Hague stork has retained its prominence in the logo. The shield and lions are carried by a green ribbon with the new motto. The fonts of type designers from The Hague: the Thesis by Luc(as) de Groot for the word mark and Caecilia by Peter Matthias Noordzij for the motto. Yellow and green are the basic colors, as a translation of gold and vert from the original weapon.

New identity brochure (Google-translated)

Images (opinion after)
New Logo and Identity for The Hague by Ontwerpwerk
Logo detail.
The diversity of the city and its residents is reflected in the faceted shapes in the logo and the branding element: the Hague Facets. The districts of The Hague are the basis for this graphic element. The Hague Facets are a recognizable and distinctive part of the style of The Hague. That’s why we put it as much as possible. In brochures, the Internet and other means of communication. However, where possible, on facility resources such as vehicles, furniture and corporate clothing.

New identity brochure (Google-translated)

New Logo and Identity for The Hague by Ontwerpwerk
Facet pattern.
New Logo and Identity for The Hague by Ontwerpwerk
Brochures.
New Logo and Identity for The Hague by Ontwerpwerk
Stationery.
Opinion

The new logo is a nice interpretation of the coat of arms, perhaps a little fuzzy and over-detailed but the lion abstractions in particular are attractive. When used small it's almost unreadable, as expected. I have never been a fan of The Mix but it makes good sense to use it, as it's probably one of the most used and well-known type families emanated straight from The Hague. The facet pattern is weak and mostly distracting. Overall, it's better than the previous lone stork logo but this is far too sterile, even for government city identities.

Thanks to Sam Judson for the tip.

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