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.
Rampant Lioness Logos
The National Dutch Women's Soccer Team Recently Received a Logo Redesign
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.