The Dutch Government — The visual identity that integrates all 175 Dutch government organisations

The Rijksoverheid is The Netherlands’ national government. Like all governments, it comprises many institutions – 175 in total, including the Ministries – that combine to serve the common interest. With each organisation carrying a different identity, communications were incoherent, inconsistent and expensive. Driven by a desire to communicate with a clear, recognisable voice, the Rijksoverheid appointed Studio Dumbar to design a new visual identity that would encompass all existing identities.

The main challenge was to strike a balance between ‘rules’ and ‘freedom’. For the ‘rules’, we defined a colour palette, basic layouts and a new typeface in collaboration with type designer Peter Verheul, designed exclusively for the government. Each organisation can employ these elements with a large degree of liberty. Despite this freedom, everything looks like it belongs to one identity.

studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations exterior signage Belastingdienst
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations exterior signage
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations interior signage design
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations special pass design
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations cufflinks design
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations brocure design
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations brochure design
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations newspaper ad design
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations typeface design Rijksoverheid serif
studio dumbar design visual brand identity for Rijksoverheid The Dutch Government the visual identity that integrates all 175 Dutch government organisations typeface design Rijksoverheid sans