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Dutch Women’s Football Team Gets New Crest, Representing ‘Orange Lionesses’
By Izza Sofia, 12 Jul 2017
The Royal Dutch Football Association (KNVB) is introducing a new crest featuring a fierce Lioness for the Netherlands Women’s National Team. Known as the Oranje Leeuwinnen (Orange Lionesses), the new crest not only reflects the values and pride of the team, but also creates a symbol for all the female players.
The new crest,—created in partnership with KNVB, Nike, and Wieden+Kennedy Amsterdam—was adapted from a lion to a lioness in celebration of the team, and to inspire a new generation of players to ‘Wear What You Are’.
W+K Amsterdam Art Director Hannah Smit says, “This is an idea that is so much bigger than just a campaign or logo update. It’s an idea that will endure and a strong statement that will help to continue to accelerate the growing momentum around women’s football. It’s a message that gives female players something of their own to rally behind.”
The new Lioness crest will debut at the UEFA Women’s Euro 2017 tournament’s opening game, when the Lionesses face Norway on 16 July.
[via It’s Nice That, images via Wieden+Kennedy Amsterdam]
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