NL Common Ground

Expo 2025

Brand Guidelines

December 2024

1. Identity
  1.1. Brandguide
  1.2. Colour
  1.3. Sticker
  1.4. Illustration style
  1.5. Layout
  1.6. Typography
  1.7. Common Ground narratives
2. Illustrations
  2.1. NL illustrations
  2.2. JP illustrations
  2.3. Track icons
3. Motion and sound
  3.1. Social animations
  3.2. Identity motion assets
  3.3. Sound assets
4. Identity application examples
  4.1. Merch & giveaways
  4.2. Social content
  4.3. Social header
  4.4. Social avatar
5. Templates and tools
  5.1. Social posts templates
  5.2. Social photographic carousel
  5.3. Social photographic story
  5.4. PowerPoint presentation
  5.5. Mailings
  5.6. Mission booklet
  5.7. Tools
6. Common Ground explanimation
7. Expo 2025 photo bank
 

1. Identity

1.1. Brand guide

An identity brand guide has been developed for the Dutch participation in Expo 2025 Osaka. Here you will find the design elements and rules that apply specifically to assets related to this participation.

This brand guide is based on the visual identity of the NL. The most important elements are summarised on this platform. However, we advise you to carefully read the full Expo 2025 guidelines, as well as the guidelines of the NL visual identity for all the do's and 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: 28/13/0/2
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

Common Ground sticker

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 (NL Netherlands) or Japanese (NL Oranda) version of the logo can be used.

External sticker

This is the version of the sticker for external partners of the Expo2025.

When you speak on behalf of your own organisation and you wish to show you are part of the Expo2025 participation/positioning, then it is possible to do so with the Common Ground sticker.

This means that you keep your own identity and the sticker is an add-on. You communicate as your own organisation, but show that what you communicate is part of the Dutch participation at Expo2025.

Please check the brandguide of NL Branding for further specifications.

Variations

There are different variations of the sticker. Keep in mind that different rules apply when the sticker is used internally 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 Branding 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)

External (different from NL Branding)

Variations

When the standard Common Ground logo is used, the material should follow the campaign style, and the NL Branding logo must also be included in the same material. If it is not, the Common Ground logo with the NL Branding logo 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 (as explained in the NL brandguide) 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. Typography

Typography English

The typeface for English and other Latin language text is NL Nitti Grotesk. In general, it is used in medium weight for headings and regular weight for body copy. Please download the NL Nitti Grotesk typeface to use the templates in this toolkit correctly.

Typography Japanese

The typeface used for Japanese copy is
Noto Sans. Used in medium for headings
and regular for bodycopy.

1.7. Common Ground narratives

Common Ground

Together with partners worldwide, the Netherlands is striving to solve the many challenges facing our societies and our planet. Climate change. Energy transition. Food security. Global health. These challenges are too big to solve alone. 

That’s why The Netherlands invites you onto ‘Common Ground’ at Expo2025. On 'Common Ground' we work together to find solutions for these major challenges. Bringing different perspectives together helps us to better understand and respect each other, think outside the box and discover possibilities that we would never have thought of on our own. Here we can create groundbreaking solutions for a more sustainable and healthier way of life for everyone.

Themes

There are five tracks that address the different themes at the Dutch participation at Expo2025. Each track has its own narrative, which can be downloaded below. In these narrative documents you will find a slogan, a summary of the tracks in a few lines, the proposition of the track, the connection to Common Ground and the full long-read narrative.

Please use these messages when speaking to an international audience on behalf of the Netherlands. It is intended for external use and can be copied directly. It should be used as the basis in your communications on behalf of the Netherlands around the tracks.

2. Illustrations

2.1. NL illustrations

Illustrations

Below is a list of illustrations that can be used in communications. There are illustrations representing the Netherlands and illustrations representing Japan. The images of the Netherlands can be used in social posts about common ground and to represent different tracks. The images of Japan are meant to show common ground with the Netherlands. They should therefore never be used alone, but always in combination with an image of The Netherlands.

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 the track.
These icons are designed to be used at a smaller scale than the other illustrations.

Download all track icons below.

Tech

Food

Culture

Climate

Health

3. Motion and sound

3.1. Social animations

Social animations

Within the illustrative style developed for the Dutch participation at Expo 2025 a set of animations is available. These animations are available in both 4:5 and 9:16 ratios with fixed background colours.

3.2. Identity motion assets

Identity motion assets

Within the Expo 2025 brand identity there are several motion assets available to use as an overlay for videos to accurately brand them. These assets can be used when producing videos around the Dutch participation at Expo 2025 in Osaka.

Each asset is available in each of our five identity colours, and in 16:9, 4:5 and 9:16 formats. The .mov-files have an alpha channel and can be placed over any base video to integrate the two source videos seamlessly.

The assets are available in 25fps and 29,97fps.

Bumper intro

This intro bumper including sound logo can be used at the start of videos produced for the Dutch participation at Expo 2025 in Osaka.

This download package contains the bumper intro + 5" intro sound logo.
 

Bumper outro

This outro bumper including sound logo can be used at the end of videos produced for the Dutch participation at Expo 2025 in Osaka. This version can be used when the NL Netherlands logo (English or Japanese version) is used elsewhere in either the video itself or surroundings of the video. Please see chapter 1.3. for more information on sticker use.

This download package contains the bumper outro + 7" outro sound logo.

NL Netherlands-Oranda logo animation

The animated NL Netherlands logo can be edited behind the bumper outro to clarify the sender. This version should be used in case the NL Netherlands logo is nowhere else shown in the video or surroundings of the video. Please see the example on the right.

This download package contains the NL Netherlands-Oranda logo animation and a 7" sound logo to fit the bumper outro plus logo animation together.

Transition

This transition animation can be used for transitions between two shots or source videos. The transition does not need sound.
 

3.3. Sound assets

Sound assets

There are three sound assets available: a 60 second soundscape (originally the soundtrack for the Common Ground animation) and a sound logo (that is also used for the bumpers, see chapter 3.2.).

Note that according to the current buy-out, these sound assets can only be used for online videos in context of the Dutch participation in Expo 2025, Osaka.

4. Identity application examples

4.1. Merch & giveaways

Merch & giveaways

For more information on merchandise and giveaways, please contact expo2025osaka@minbuza.nl.

4.2. Social content

Social content

The illustrations and animations can be used to create social content. Here you can find some examples. See chapter 5 for templates and tools.

4.3. Social header

Social header

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

4.4. 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.

5. Templates and tools

5.1. Social posts templates

Social posts templates

In the templates for social posts (available in 4:5 and 9:16 ratios and in PowerPoint and Canva), you can find multiple variations for social posts (see examples below). In the template, copy can be easily adjusted and wherever possible photographic images can be replaced. Choose the layout that suits your content needs and make sure text, the sticker or the NL logo does not overlap any important elements in your picture.
Depending on the audience, templates with the English (NL Netherlands) or Japanese (NL Oranda) version of the logo can be used.

When using the PowerPoint templates, please make sure you have the Nitti Grotesk font (chapter 1.6.) installed on your computer before using the template.

 

Image | 4:5 and 9:16

Headline on image | 4:5 and 9:16

Image + headline  | 4:5 and 9:16

Image + headline (dotted)  | 4:5 and 9:16

Headline  | 4:5 and 9:16

Illustration + headline  | 4:5 and 9:16

5.2. Social templates | Photographic carousel

Social template | Photographic carousel (4:5)

Carousel posts can be created for events with multiple speakers or to combine two photographic images to highlight a thematic connection.  Every slide in the carousel consists of a separate image. The Common Ground sticker connects the separate images to create a cohesive carousel.

To create a carousel with more than two images, multiple exports of the first image in the template can be strung together. 

Example: carousel double

Example: carousel multiple

5.3. Social templates | Photographic story

Social templates | Photographic story (9:16)

Social stories (9:16) can be created for events with multiple speakers or to combine two photographic images to highlight a thematic connection.  Every slide of the story consists of a separate image. The Common Ground sticker connects the separate images to create a cohesive carousel.

To create a story with more than two images, multiple exports of the first image in the template can be strung together. 

Social event template | Story Double

Social event template | Story Multiple

Social event template | Story Stacked

5.4. PowerPoint presentation

PowerPoint presentation

To create an Expo 2025 PowerPoint presentation please use the PowerPoint template that can be downloaded below. It is available with the NL Netherlands English logo and with the NL Oranda Japanese logo. In this template several Expo 2025 branded layouts based on the correct colours (see examples of layouts below) can be added. The colour swatch includes the Expo 2025 brand colours and texts and images can be easily adjusted. 

Be aware of the correct use of either the English or Japanese NL Branding logo (Chapter 1.3.) that is included in some of the layouts. Templates for both language variants are available.

Please make sure you have the Nitti Grotesk font (Chapter 1.6.) installed on your computer before using the template.

5.5. Mailings

Mailings template

To create an Expo 2025 mailing please use the template that can be downloaded below. In this template several Expo 2025 branded layouts based on the correct colours (see examples of layouts below) can be added. The colour swatch includes the Expo 2025 brand colours so that texts and images can be easily adjusted. Designed mailings can be exported as JPGs or PNGs from the PowerPoint file, to be attached as images in emails.

Be aware of the correct use of either the English or Japanese NL Branding logo (Chapter 1.3.) that is included in some of the layouts. Templates for both language variants are available.

Please make sure you have the Nitti Grotesk font (chapter 1.6.) installed on your computer before using the template.

5.6. Mission booklet

Mission booklet

Download the NL Expo 2025 Mission Booklet Template below. You can adjust the introduction and key message according to the (sub)narratives (see chapter 1.7.).

Note that if there is no professional designer available to handle the Indesign templates for the mission booklet (which we strongly prefer), there is a simplified PowerPoint template available. Please make sure to install the NL Nitti Grotesk font before using the template (see chapter 1.6.).
The PowerPoint template is suitable for digital use only.

5.7. 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 Expo 2025 guidelines for illustration do's and don'ts.
 

Photographic image builder

The 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 ratios can be generated.

6. Campaign assets

6.1. Common Ground campaign

Common Ground campaign

The campaign is about finding Common Ground, specifically with regard to the relationship between the Netherlands and Japan.

We illustrate this by displaying corresponding icons of Japanese and Dutch culture side by side.

Animations

These short animations show the same similarities between Dutch and Japanese icons.

Photography

The campaign narrative can be supplemented with photographic examples, which can be created with the carousel templates or the online tool. 

6.2. Common Ground explainimation

Common Ground explanimation

To explain the Common Ground proposition for all audiences, we produced a 60 second explainer animation video. The video is available in 16:9 and 9:16 (croppable to 4:5) ratios and with English and Japanese voice overs, with and without captions or subtitles; which version you choose to use depends on your audience and platform.

6.3. Pavilion campaign

Pavilion campaign

This campaign is about the visitor experience in the pavilion.

The visuals feature people interacting with a glowing orb, just like in the pavilion itself.

Photography

The pavilion campaign can be supplemented with photos of visitors, guests, or speakers holding a glowing orb.

7. Expo 2025 photo bank

Expo 2025 photo bank

For all photographic images of the Dutch pavilion please visit the press website for the Dutch participation at Expo 2025 in Osaka.

Good luck! 

For more information about the Expo 2025 brand identity, assets and the application of assets, please contact  expo2025osaka@minbuza.nl.