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KLM in search of its Dutch roots

KLM in search of its Dutch roots
In order to refresh its image and to emphasise its Dutch roots, Royal Dutch Airlines KLM will start making more use of the colours white and orange next to their well-trusted blue.

Frank Houben, who is responsible for the brand policy at KLM commented: “Blue stays, it’s in our DNA. But the blue needs to be fresher, that’s why we will start using more white. And the colour orange complements blue and underlines our Dutch roots.”

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