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Natuur & Milieu 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base:The Netherlands
Industry/Sector: Government, State Agencies, NGOs, Non-Profits, Foundations
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Natuur & Milieu (Nature & Environment) is an independent environmental organization that works with various parties to drive change for sustainable energy, mobility and food. By influencing key policymakers, the organization is able to integrate long-term environmental initiatives into public policy and legislation at the European, national and regional levels.

Natuur & Milieu was faced with ever increasing competition in the local and international NGO market. Fundraising was increasingly challenging, and clarity of their objectives among parties they wish to influence (governments, companies) was declining. The new brand had to provide a stronger showcase for their achievements and ambitions.

The refreshed visual identity uses an Ampersand stamp to reflect the structure of the organization and its actions. The Ampersand’s three points reference the markets and stakeholders of the organization: government, business and people. The new identity was created to place Natuur & Milieu at the heart of Dutch society and by using a color palette that reflects the ever-changing personality of nature in The Netherlands, the identity also communicates the brand’s ability to adapt, depending on the context. The custom typography was inspired by the Amsterdam School, which is prevalent in architecture around the Netherlands.

“We are very proud of our new visual identity,” said Olof van der Gaag, Communication and Fundraising Manager of Natuur & Milieu. “We are showing our confidence, and showing people who we are while inviting people, companies and governments to join us in our efforts.” (see


Client: Natuur & Milieu -
Manager Fundraising and Communications – Project Sponsor: Olof van de Gaag
Project Manager – Project Lead: Corinne Vonk

Brand Strategists/Designers: Interbrand -
Creative Director – Creative Lead: Gion-Men Kruegel
Designer – Design Execution Lead: Alexanda Hulme
Junior Designer – Design Execution: Melissa Payne
Designer – Design Execution: Claire-Jean Engelmann
Project Manager Interbrand – Project Manager: Maartje Kuijpers


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