N.V. Nederlandse Spoorwegen (NS) is the primary passenger railway operator in the Netherlands, established in 1938 through the merger of two major railway companies. Initially a state-owned entity, NS has evolved into a semi-public company, with the Dutch government as its sole shareholder. It operates an extensive network of train services across the country, covering approximately 2,809 kilometers of rail lines and facilitating around 1.1 million passenger journeys daily. Following a restructuring in the 1990s, NS lost its monopoly on rail transport but continues to manage the main rail network until at least 2025. The company emphasizes efficient, safe, and sustainable travel, utilizing 100% green electricity since 2017 for its operations.
History of the Nederlandse Spoorwegen Logo
In the post-war Netherlands, similar to the rail systems of the United States (AMTRAK), the United Kingdom (British Rail), and Canada (Canada National Railways), the rise of private car ownership and the growth of air travel started to affect the national rail network, Nederlandse Spoorwegen (NS). To address these challenges, NS began developing a plan for reorganization and improvement, which also included modernizing its public image.
The modernization effort began in 1967, drawing inspiration from successful rail projects in other countries. One key influence was the work by Design Research Unit for British Rail in 1965, with G. Williams, who had contributed to the British Rail corporate identity program, invited to share his expertise. Inspiration also came from other innovative 1960s corporate identity programs, such as KLM by FHK Henrion and PAM by Total Design.
A working group was formed, following the example of British Rail’s team structure, which included senior staff from Passenger Marketing, Public Relations, Publicity, Architecture, and Industrial Design. The group conducted research to understand how NS was perceived by the public. This included comparing how train passengers were viewed by car owners and vice versa. The findings revealed that NS was seen as “stagnant,” “bureaucratic,” and “slightly old-fashioned,” although it was also recognized for being “friendly,” “reliable,” and “efficient.” Car owners, for instance, often referred to train passengers as “old noodles,” a term the passengers themselves accepted. Much like British Rail, NS sought to change these perceptions through a new logo and a streamlined, modern identity.
Following approval from NS’s board, the young design company ‘Tel Design’ was selected as the consultant for the rebranding project due to their strong planning and a cost-effective proposal. Work began in 1967, initially focusing on the logo design, typeface selection, and color scheme, before moving on to advertising designs, pictograms, signs, and wayfinding systems.
The new logo was intended to replace the outdated ‘Flying Wheel,’ which featured a winged wheel and the letters ‘NS’. Tel Design struggled to reimagine or modify the old logo and explored many designs, none of which conveyed the desired sense of ‘progressiveness’ and ‘power.’ After many revisions, Gert Dumbar, who would later found Studio Dumbar, introduced an abstract logo concept. This design allowed for more flexibility, ultimately integrating the abstract symbol with the familiar initials ‘NS’. After numerous tweaks to the logo’s angles, line thickness, and spacing, a final version was approved.
Simultaneously, a study of typefaces was conducted to ensure a consistent visual style for the entire NS branding. Four potential options were examined: Univers, Helvetica, Folio, and Mercator. Univers 65 was chosen for its modern and versatile style, suitable for everything from advertisements to corporate stationery. Minor adjustments were made to improve readability, especially for larger text.
Once the logo and typeface were finalized, they underwent tests to ensure visibility and legibility from a distance, with the combination considered clear, bold, and modern.
NS’s previous use of three different colors to classify its engines was deemed ineffective for creating a unified image. A single primary color for the rolling stock and a secondary color for the logo were selected. After evaluating various options, yellow was chosen as the primary color for its vibrancy, dynamic feel, and safety connotations. The logo itself was rendered in cobalt blue, with dark blue used for the roofs and skirting of the trains.
The design process also included multiple versions of the logo to suit various applications, from signage to advertising. This completed the first stage of the redesign, which was followed by the development of a new system of pictograms and wayfinding.
The rollout of the new branding began in 1967 and continued until 1974. The logo, still in use today, marked the beginning of NS’s modernization. Studio Dumbar later returned to manage the balance between maintaining continuity and introducing digital changes as the railway network adapted to the digital age.
Monochrome logos with similar color:
