Marktplaats is a Dutch online classifieds platform founded in 1999, where people buy and sell new and second-hand goods. Its visual identity has evolved from a simple wordmark created by its founder to a more structured brand system, while retaining a distinctive color palette inspired by a Vincent van Gogh painting.
Design and History
The original Marktplaats logo was created by founder René van Mullem shortly after he acquired the domain name in May 1999. Using a simple program, he wrote the name in a standard typeface, and deliberately chose soft, calm colors “borrowed” from Vincent van Gogh, intending to prevent the computer screen from being too bright for the living room television.[1] The signature orange (terra) background color of the site was inspired by a Van Gogh painting.[2]
In the early years, the brand identity remained minimal. A designer who joined the team in 2004 described the logo at that time as “poorly spaced” and set in Times New Roman, with three pastel colors forming the palette.[3]
In 2015, a brand identity redesign was undertaken by UXDelta. Research interviews showed that respondents found the existing color palette, image and wordmark “old-fashioned, out of date and ‘dirty brown’.” The redesign took a subtle approach, changing the “dirty brown” to a warmer earth tone while preserving customer trust and revenue.[4]
In May 2021, Marktplaats activated a new brand positioning with the campaign “Elke deal een groot verschil” (Every deal makes a big difference), focusing on the platform’s role in the circular economy and sustainability.[5]
Meaning and Symbolism
The color choice was deliberate from the start. Van Mullem selected soft, calm colors from Van Gogh’s work to create a warm, non-disruptive screen presence, since computers were often located in living rooms at the time.[1][6] The terra orange background became a defining and recognizable element of the brand.[2]
Research conducted for the brand showed that the color and logo acted as a strong recognition trigger: MRI research and the Implicit Association Test indicated that the color and logo reminded 70% of people directly of Marktplaats.[7]
Typography and Design
The original wordmark was set in a standard typeface, specifically Times New Roman, written with a simple program by the founder.[1][3] The current brand system includes documented logo variations and usage rules, including restrictions on color variants of the logo, with exceptions only for the app splash screen and Facebook posts.[8]
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