The National Dutch Women's Soccer Team Recently Received a Logo Redesign
The Dutch women's soccer team, nicknamed the Orange Lionesses, recently received a logo update to reflect their squad. Previously, the women's team used the same logo as the men's team: the rampant lion that represents the Royal Dutch Football Association. Thanks to advertising agency Wieden+Kennedy in partnership with sponsor Nike, that logo has been transformed into a rampant lioness.
The switch to the female big cat comes ahead of the UEFA Women's European Championship, which is being hosted by the Netherlands in 2017. Rather than a radical redesign, the logo is mostly in line with the original Royal Dutch Football Association crest, merely replacing the wild lion's mane with the smooth coat of a lioness. Considering that the women still represent The Netherlands, the subtle change is both patriotic and fitting.
The switch to the female big cat comes ahead of the UEFA Women's European Championship, which is being hosted by the Netherlands in 2017. Rather than a radical redesign, the logo is mostly in line with the original Royal Dutch Football Association crest, merely replacing the wild lion's mane with the smooth coat of a lioness. Considering that the women still represent The Netherlands, the subtle change is both patriotic and fitting.
Trend Themes
1. Gender-specific Logos - Opportunities for creating gender-specific logos that cater to different market segments.
2. Female Representation in Sports - The growing trend of promoting female athletes and representing their teams in a way that aligns with their identity.
3. Subtle Logo Redesigns - The trend of making small logo changes to reflect a specific purpose or event while maintaining brand continuity.
Industry Implications
1. Sports Apparel - Opportunities for sports apparel companies to create merchandise featuring gender-specific logos for women's teams.
2. Marketing and Advertising - The need for marketing and advertising agencies to cater to the growing demand for female representation in sports through logo redesigns.
3. Event Management - Opportunities for event management companies to collaborate with sports teams to incorporate subtle logo redesigns for specific events or championships.
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