NLR_Logo+payoff_1500pxAfter more than half a century, NLR is unveiling a new logo design and new corporate identity, in which the characteristic aircraft, rocket and pay-off are retained.

The restyling is coupled with a renewed brand positioning, in which the NLR will place more emphasis on its innovative nature and global playing field. For this reason, the terms ‘laboratory’ and ‘national’ have been replaced. As of today, the NLR will be presented as the Netherlands Aerospace Centre (in Dutch, Nederlands Lucht- en Ruimtevaartcentrum).

NLR CEO, Michel Peters: “This is not a major name-change; rather, we remain even more firmly committed to the Dutch acronym NLR. The restyling and brand positioning are necessary in order to clearly convey our role to government and industry. The NLR is a provider of innovative and especially practical solutions for complex challenges in the aviation and aerospace sector.”

With its multidisciplinary expertise and unrivalled research facilities, the NLR is a one-stop shop for the aerospace sector. According to Peters, this reflects back on the brand identity, which is encapsulated in the brand values: innovative, engaged and practical. He believes the new brand positioning bolsters the NLR’s aim to remain an internationally renowned research and technology organisation. Peters: “At present, 75 percent of our revenue is derived from business-to-business activities, and the expectation is that this percentage will only continue to increase in future.”