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Dutch pride: The heart of TeamNL's new sonic identity

Dutch pride: The heart of TeamNL's new sonic identity

Olympic teams aren't renowned for their audio branding - despite the noisy, emphatic nature of most sports. But this Winter Olympics, TeamNL are implementing a new sonic identity, created by Massive Music.

MassiveMusic designed the sound of TeamNL at their Amsterdam office - "made in the Netherlands for the Netherlands", as CEO Hans Brouwer puts it. The creative process included input from top Dutch athletes, and the end result is intended to communicate boldness, power, and a heavy dose of Dutch pride.

The basis for the audio brand is a new anthem, plus a sonic logo, medal alerts, and broadcast idents. The sonic identity's lifespan will be far longer than the 2018 Winter Olympics. TeamNL's sound will join the team wherever they're represented to bring strength and familiarity.

♫ Click here to listen to TeamNL's sonic identity

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