Dart designed the logo, house style and communication style for the new identity. The well-known brand image of Flower Auction Aalsmeer was combined with the name of FloraHolland.

The new house style colours give the brand a modern look and feel with a clear link to its Dutch origins. An essential part of the communication style is a series of photographs with striking images of flowers and plants.

Stationery /business cards

The point of departure when designing the stationery was to reduce the number of different types of items. By making efficient use of the new stationery, huge savings have been realised. Presenting the new communication style on the reverse side means that the business card offers an optimal means of communication. Six varieties have been developed for the reverse side, incorporating photographs from the specially created image bank.

Printed communication

Dart developed a wide range of printed communication for both internal and external communication and the new style is reflected in items such as periodicals, posters, folders, invitations and banners.

Fleetmarking

The FloraHolland trucks are a highly visible manifestation of the communication style. Making use of the photography that was developed specially for FloraHolland results in a powerful impact.

The most vital element determining the FloraHolland communication style is the photography. Because the image symbolism has two categories - product images (flowers and plants) and images of individuals in combination with the product - Dart developed an image bank with photographs in both categories.

Flowers and plants

The colourful flowers and plants contrast strongly with the black background, causing the product itself to stand out. The colour effects and the well-balanced composition give the images an iconic expressiveness.

People and product

The product catches the eye, with the form and colour of the product creating a fascinating contrast with the out-of-focus individuals in the background. People and flower (or plant) merge into a harmonious whole.

The internet site is an extremely important medium for all of FloraHolland's primary target groups.