In preparation for the 2020 Tokyo Olympics and the 65th Eurovision Song Contest in May, the Dutch government has initiated a national rebranding effort, requesting all companies, universities, embassies, and government agencies to adopt a new official logo: "Netherland."

This transition comes with an estimated cost of around 200,000 euros ($319,000).

On November 8, 2019, the Netherlands unveiled its new national identity logo, prominently featuring the initials "NL" for "Netherland." This strategic move stems from the desire to leverage the immense global exposure that these high-profile events will garner, presenting an ideal opportunity for communication and marketing on an international scale.

Although commonly referred to as "Holland," the official name of the country is the "Kingdom of the Netherlands" or "Koninkrijk der Nederlanden" in Dutch. Hence, many argue that the shift from "Netherlands" to "Netherland" should be perceived not as a name change but rather as a refinement of nomenclature.

Historically, the term "Netherland" encompassed the "Three Low Countries" consisting of the Netherlands, Belgium, and Luxembourg. Today, the Netherlands, or "Netherland," specifically denotes the former North Netherland, with South Netherland historically referred to as Flanders.

At its inception, the Netherlands emerged as a bustling republic boasting a population of approximately 1.5 million inhabitants. During the 17th century, the nation experienced unparalleled commercial prosperity, propelled by ventures such as the Dutch East India Company (VOC) and the West India Company.

This era witnessed the Netherlands becoming a maritime and trading powerhouse, establishing colonies and trading posts worldwide and earning accolades as the "Maritime Coachman" of the time. Furthermore, it was widely regarded as the most innovative and adventurous nation globally.

The essence of being a small country in the global arena necessitated superior technology and institutionalization to contend with larger imperial powers. Notably, the Dutch pioneered the concept of stock exchanges, demonstrating their prowess in capital-raising and economic competition.

By 1669, the Dutch East India Company emerged as the wealthiest private entity globally, boasting an impressive fleet of over 150 merchant ships and 40 warships. With a workforce exceeding 50,000 employees and an army of 10,000 mercenaries, the company achieved dividends reaching a staggering 40%, cementing its status as a premier blue-chip investment in human history.

The economic boom extended to the Amsterdam Stock Exchange, which flourished in the 17th century. Within the Netherlands, the region of Netherlands Burgundy emerged as the wealthiest and most cosmopolitan hub, serving as the political, economic, and cultural epicenter.

Notably, major cities such as Amsterdam, Rotterdam, Leiden, Alkmaar, and The Hague thrived within the Netherlands Burgundy.

The historical trajectory witnessed the evolution from the Netherlands to the province of Holland, now subdivided into North and South Holland. Notably, these provinces collectively account for half of the Netherlands' population.

The prosperity of Dutch merchants extended across Europe, with vital ports within the Dutch Burg facilitating trade and commerce. Merchants from various European regions congregated in bustling trading cities like Amsterdam, contributing to the nation's economic prosperity.

The legacy of Dutch maritime prowess endures through cultural references such as the legendary ship "Flying Dutchman" and replicas of Dutch East India Company cargo vessels, underscoring the nation's enduring maritime heritage and economic impact.