# Rampant Lioness Logos The National Dutch Women's Soccer Team Recently Received a Logo Redesign By Joey Haar | Published 2017-07-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dutch-womens-soccer-team References: [dezeen](https://www.dezeen.com/2017/07/13/royal-dutch-football-association-replaces-lion-crest-with-lioness-national-womens-team/) & [knvb.nl](http://www.knvb.nl/info/32592/column-jan-dirk-vd-zee-dromen-van-de-ek-titel) The Dutch women's soccer team, nicknamed the [Orange Lionesses](https://www.trendhunter.com/trends/minute-maid-1), 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](https://www.trendhunter.com/trends/airbourne-reserve). Thanks to advertising agency [Wieden+Kennedy](https://www.trendhunter.com/trends/mcdonalds-australia-1) 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. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 67% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Gender-specific Logos:** Opportunities for creating gender-specific logos that cater to different market segments. - **Female Representation in Sports:** The growing trend of promoting female athletes and representing their teams in a way that aligns with their identity. - **Subtle Logo Redesigns:** The trend of making small logo changes to reflect a specific purpose or event while maintaining brand continuity. ### Who This Affects Most - **Sports Apparel:** Opportunities for sports apparel companies to create merchandise featuring gender-specific logos for women's teams. - **Marketing and Advertising:** The need for marketing and advertising agencies to cater to the growing demand for female representation in sports through logo redesigns. - **Event Management:** Opportunities for event management companies to collaborate with sports teams to incorporate subtle logo redesigns for specific events or championships. ## Related on Trend Hunter - [Symbolized Collaborative Logo Unveilings](https://www.trendhunter.com/trends/aja-wilson-1.md) - [Women's Pro Soccer Clubs](https://www.trendhunter.com/trends/afc-toronto.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Soccer-Centric Software Partnerships](https://www.trendhunter.com/trends/software-partnership.md) - [Women's Football Pubs](https://www.trendhunter.com/trends/the-queens-header.md) - [Youth Female-Focused Sponsorships](https://www.trendhunter.com/trends/youth-female-flag-football.md) - [Soccer Athlete-Starring Beauty Campaigns](https://www.trendhunter.com/trends/jess-carter.md) - [Reimagined Legacy Fashion Logos](https://www.trendhunter.com/trends/novak-djokovic.md) - [3D-Scanned Sports Statues](https://www.trendhunter.com/trends/sports-statues.md)