NL Common Ground

Expo 2025

Brand Guidelines

December 2024

1. Identity
  1.1. Brandguide
  1.2. Colour
  1.3. Sticker
  1.4. Illustrations
  1.5. Layout
  1.6. Common Ground narratives
2. Illustrations
  2.1. NL illustrations
  2.2. JP illustrations
  2.3. Track icons
3. Identity application examples
  3.1. Merch & giveaways
  3.2. Social content
  3.3. Social header
  3.4. Social avatar
4. Templates
  4.1. Social (1:1)
  4.2. Social: events (1:1)
  4.3. Social: events (9:16)
  4.4. Presentation
  4.5. Mailings
5. Campaign
  5.1. Visual tools

1. Identity

1.1. Brandguide

For Common Ground Expo, an identity guideline was developed. This guideline draws from the NL visual identity. It outlines the design elements and rules specifically for assets related to the Dutch participation in Expo 2025 Osaka.

On this platform we summarise the most important elements. However, we do advice to read the guideline carefully for all do's en don'ts.

1.2. Colour

Palette

The colour palette reflects the essence of NL in Common Ground.

The primary colour of our identity is NL orange. This vibrant hue captures attention and expresses our passion for innovation and growth. It will prominently feature in our communications and visuals for easy brand recognition.

Complementing our primary colour are a range of pastel shades. These soft tones bring a sense of accessibility, balancing the intensity of orange. Secondary colours will be used for accents and backgrounds.

Netherlands Orange

HEX: #F16900
RGB: 241/105/0
CMYK: 0/70/100/0

Light Purple

HEX: #D9B6FF
RGB: 217/182/255
CMYK: 15/29/0/0
PMS: 2071 U
           2071 C

Light Green

HEX: #98D398
RGB: 152/211/152
CMYK: 28/0/28/17
PMS: 2255 U
           2255 C

Light Yellow

HEX: #E6DA67
RGB: 230/218/103
CMYK: 0/5/55/10
PMS: 460 U
           460 C

Light Blue

HEX: #AFCBF9
RGB: 175/203/249
CMYK: 30/18/0/2
PMS: 283 U
           283 C

Light Brown

HEX: #EAD3C1
RGB: 234/211/193
CMYK: 0/10/18/8
PMS: 4685 U
           4685 C

Dos & Don'ts

These are some rules for the colour treatment of the overall elements for the identity campaign.

DO: Placing orange typography on a secondary colour background.

DO: Placing the sticker on any secondary colour background.

DO: Only place illustrations in orange, on a background colour that corresponds with the track.

DON’T: Combining more than two colours.

DON’T: Combining two secondary colours.

DON’T: Placing another colour on top of an orange background, except for white.

1.3. Sticker

Concept

Common Ground is a meeting point and a starting point for innovation and progress. Therefore, the Common Ground sticker logo is shaped like a circle—an equal geometric form that visually resonates with both the Japanese flag and the circular island at Osaka 2025.

To further emphasise the pavilion’s goal of being an intercultural meeting point, the name “Common Ground” is presented in both English and Japanese (katakana).

Keep in Mind
This version of the sticker logo may only be used in conjunction with the NL Branding logo. Depending on the audience, the English or Japanese version of the logo can be used.

Variations

This is the external version of the sticker.

When the sticker is added to a non-NL Branded format, this one is used. This version does not need to be paired with the NL Branding logo.

Variations

There are different variations of the sticker. Keep in mind that different rules apply when the sticker is used interal or by an external party.

Internal
The sticker logo can be used
in internal (NL Branding) communications in the following ways. Always ensure to include the NL logo in the same layout:

1. Basic
2. Basic + Pay-Off
3. Basic + Road2Osaka

External
The sticker logo can be used in external communications in the following ways, where the NL logo is incorporated into the sticker logo:

1. Basic
2. Basic + Pay-Off
3. Basic + Road2Osaka
Internal (using NL Branding)

Internal (using NL Branding)

External (different from NL Branding)

Variations

When the standard Common Ground logo is used, the material should follow the campaign style, and the NL Oranda logo must also be included in the same material. If not, the Common Ground logo with the NL circle and Oranda integrated should be used.

1.4. Illustrations

Illustration style

The illustration style is derived from the round shape of the sticker logo, establishing a unique visual language that symbolises collective collaboration toward common ground. Illustrations will incorporate elements that connect both nations and their people, showcasing characteristics that are distinct and unique to each country.

By emphasizing these shared elements, the goal is to foster a sense of unity and togetherness while working toward a better and more sustainable future.

1.5. Layout

Layout

Illustrations are allowed to break the grid layout and can be placed freely.

The sticker logo can be positioned anywhere in the design, but it must remain within the layout and uphold the necessary clearance space from other elements.

Layout

Avoid using oversized NL logos, as this does not align with our message. Maintaining a balanced logo size ensures clarity and reinforces our identity effectively.

1.6. Common Ground narratives

Common Ground

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Themes

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Climate

Tech

Health

Food

Alternative Sustainable
Proteins

Food

Controlled Environment Agriculture (CEA)

Culture

2. Illustrations

2.1. NL illustrations

NL | Tulip

The tulip is often used as a Dutch symbol. Although it’s not originally from the Netherlands, it is widely considered a typical Dutch flower. The colourful tulip fields are an important part of the iconic Dutch landscape.

This illustration can be used to represent the following tracks:

NL | Tomato

The tomato is one of the most important cultivated vegetables of The Netherlands, cultivated in greenhouses. Technology and innovation in greenhouse horticulture can help to tackle challenges like labour scarcity, climate neutral production or the development of alternative proteins.

This illustration can be used to represent the following tracks:

NL | Cow

The (spotted) cow is an iconic Dutch animal. There are around 1,6 million milk cows in The Netherlands.

This illustration can be used to represent the following tracks:

NL | Windmill

The traditional windmill is a typical piece of Dutch heritage. Places like Kinderdijk, with 19 of these windmills, are part of Unesco world heritage.

This illustration can be used to represent the following tracks:

NL | Windturbines

Wind turbines are seen throughout the whole of The Netherlands and on the North Sea. Due to the flat and windy conditions, The Netherlands is the perfect place to innovate this sustainable form of energy.

This illustration can be used to represent the following tracks:

NL | Cyclist

Cycling is a big part of the Dutch culture. Our biking infrastructure and culture is one of the things we are known for internationally.

This illustration can be used to represent the following tracks:

NL | Football

Football is a big part of the Dutch culture. It’s a popular way to create happier and healthier societies.

This illustration can be used to represent the following tracks:

NL | Iceskate

Ice skating is a big part of the Dutch culture. The Netherlands wins more medals in this sport than any other.

This illustration can be used to represent the following tracks:

NL | Baseball

Baseball may not be the most popular sport in The Netherlands, but the Dutch team is one of the most successful baseball teams of Europe.

This illustration can be used to represent the following tracks:

NL | Ballet

Ballet is popular in the Netherlands. It’s an important form of cultural expression.

This illustration can be used to represent the following tracks:

NL | DNA

The Netherlands is home to many innovative biotechnology companies.

This illustration can be used to represent the following tracks:

NL | Microscope

The microscope is an important Dutch invention by Antoni van Leeuwenhoek. Although it looked different than the one portrayed, it paved the way to the microscopes we know and use today. 

This illustration can be used to represent the following tracks:

NL | Semiconductor

ASML, one of the Netherlands biggest innovators, produces machines that supply semiconductors to the world’s leading chipmakers.

This illustration can be used to represent the following tracks:

NL | Code

The Netherlands is a thriving tech hub. Our country has a strategic location for tech business and has one of the most advanced digital infrastructures in the world.

This illustration can be used to represent the following tracks:

NL | Bridge

As a country full of water, The Netherlands is a country full of bridges. The bridge represents how we used technology and innovation to deal with water. Illustrated is the ‘Magere Brug’ (skinny bridge) of Amsterdam, an iconic wooden bascule bridge.

This illustration can be used to represent the following tracks:

NL | Canalhouses (multiple)

The canal house is a typical part of Dutch heritage. The houses can be found in many cities in The Netherlands, and are also known from old Dutch paintings.

This illustration can be used to represent the following tracks:

NL | Canalhouse (single)

The canal house is a typical part of Dutch heritage. The houses can be found in many cities in The Netherlands, and are also known from old Dutch paintings.

This illustration can be used to represent the following tracks:

NL | Vermeer

‘The girl with the pearl earring’ is a famous painting by Dutch painter Johannes Vermeer. It is on display in het Mauritshuis in Den Haag (The Hague).

This illustration can be used to represent the following tracks:

NL | Clog

The wooden shoe/clog (‘klomp’) is an iconic part of the Dutch history and tradition. They can be considered stereotypical, but they are a big part of our heritage.

This illustration can be used to represent the following tracks:

NL | Fork & knife

The knife and fork are of course not unique to The Netherlands, but they can be used to speak about food in general. It can also create an interesting image when combined with either chopsticks or food that is normally eaten with chopsticks.

This illustration can be used to represent the following tracks:

NL | Herring

Herring is a typical Dutch specialty. You eat them raw, often with onions. When newly caught at the start of the fishing season, they are called Hollandse Nieuwe (Dutch new) and often have a little Dutch flag.

This illustration can be used to represent the following tracks:

NL | Map

This illustration can be used in textual context that clarifies that this is the map of The Netherlands, as otherwise the illustration will not be recognizable enough for foreigners.

Alternatively it can be used next to the map of Japan to clarify this is the map of The Netherlands.

2.2. JP illustrations

JP | Cherryblossom

Each year, people in Japan gather together to watch the sakura bloom from March through May. Sakura are tied to Japan’s history, culture and identity.

Combine this illustration with:

• Tulip

JP | Utamaro

Three Beauties of the Present Day is one of the most famous works by Japanese ukiyo-e artist Kitagawa Utamaro. The triangular composition depicts the profiles of three celebrity beauties of the time: geisha Tomimoto Toyohina, and teahouse waitresses Naniwaya Kita and Takashima Hisa.

Combine this illustration with:

• Vermeer

JP | Handfan

Folded hand fans originated in Japan probably during the 8th century. They are known by the Japanese as Ogi.

JP | Bridge

When we think about a Japanese bridge, or hashi, often we imagine a red, arched bridge. That type of a bridge is known as soribashi.

Combine this illustration with:

• Bridge (NL)

JP | Sushi

Sushi has long been a staple and delicacy of the culture and traditions of Japan. There are many different forms of preparations, styles, and serving methods. It is one of the most famous dishes in the Japanese cuisine.

Combine this illustration with:

• Herring
• Knife and fork

JP | Geta

Geta are traditional Japanese sandals often paired with the yukata for informal occasions. They are a big part of Japanese heritage.

Combine this illustration with:

• Clog

JP | Mount Fuji

Mount Fuji is the tallest mountain in Japan and also an active volcano. It has become an icon for Japan.

Combine this illustration with:

• Tulip

JP | Chopsticks

Chopsticks (hashi) are used to eat most kinds of traditional Japanese dishes with some exceptions. 

Combine this illustration with:

• Fork and knife

JP | Machiya

Machiya are traditional wooden townhouses found throughout Japan and typified in the historical capital of Kyoto.

Combine this illustration with:

• Canal house

JP | Temple

Temples in Japan are part of the Buddhist religion. Characteristics that help identify a Buddhist temple (otera) include a large cauldron in front of the building with incense burning, along with statues placed around the building. 

JP | Torii

Torii are part of the Shinto religion. It’s a traditional Japanese gate most commonly found at the entrance of a Shinto shrine, where it symbolically marks the transition from the mundane to the sacred.

JP | Map

The map of Japan.

2.3. Track icons

Track icons

When communicating about a specific track an icon can be used to clarify.
These icons are designed to be used at a smaller scale than the other illustrations.

Download all track icons here.

Tech

Food

Culture

Climate

Health

3. Identity application examples

3.1. Merch & giveaways

Merch & giveaways

Wil je meer weten over merchandise & giveaways?
Stuur een e-mail naar expo2025osaka@minbuza.nl.

3.2. Social content

Social content

Illustrations and animations can be used to create social content.

3.3. Social header

Social header

Illustrations that are horizontally oriented and therefore suitable for the landscape aspect ratios, can be used for social headers.

3.4. Social avatar

Social avatar

Round bounding box:
The Common Ground sticker logo is used as a social avatar. The the avatar bounding box is round, so the round logo can be used as is.

Square bounding box:
If the bounding box is square, use a background for the logo, that corresponds with the header background, that makes it seem the logo is round. Please see the example on the right side.

4. Templates

4.1. Social (1:1)

Social template (1:1)

In the PowerPoint template file for social posts, you can find multiple variations for social posts. In these templates, we included all available layouts within the Common Ground identity. Copy can be adjusted and photographic images can be replaced.

Social template (1:1) | Image

Social template (1:1) | Headline on image

Social template (1:1) | Image + headline

Social template (1:1) | Image + headline (dotted)

Social template (1:1) | Headline

Social template (1:1) | Illustration + headline

4.2. Social: events (1:1)

Social event template (1:1)

For events with multiple speakers, we can create carousel posts. Every slide in the carousel consists of a separate image.
The Common Ground sticker connects the separate images to create a cohesive carousel.

Social event template (1:1) | Carousel double

Social event template (1:1) | Carousel multiple

4.3. Social: events (9:16)

Social event template (9:16)

Download all 9:16 social templates for events with multiple speakers.

Social event template (9:16) | Story Stacked

Social event template (9:16) | Story Double

Social event template (9:16) | Story Multiple

4.4. Presentation

Presentation template

Download the PowerPoint presentation template below. Texts and images can be adjusted and the colour swatch includes the brand colours. The background color of the dotted colour shapes can be adjusted with the colour swatch to i.e. match primary track colours.

4.5. Mailings

Mailings template

Download the mailing templates below. Texts and images can be adjusted and the colour swatch includes the brand colours. The background color of the dotted colour shapes can be adjusted with the colour swatch to i.e. match primary track colours.

5. Campaign

5.1. Visual tools

Illustrative image converter

The image converter is an easy-to-use tool to apply the dot style created for the Common Ground identity. Various source images can be used as input, to create on brand 'dotted' illustrations.

Before using the tool, please have a look at the guidelines for illustration do's and don'ts.

Photographic image builder

This image builder is an easy-to-use tool to combine two photographic images and add the Common Ground sticker as a connector between the two. The generated Common Ground photographic visual can be used on social media channels to highlight thematic connections between two subjects.

The scale and position of the photographs on both halfs can be adjusted in real time to assess what combination of images works best visually. This way it also allows users to play with 'transitions' or 'connect' both halfs as is being done in the Hokusai - Van Gogh example on the right. Images in multiple aspect ratio's can be generated.