door On 11 August 2025, PostNL will release New Dutch Design – making music, the third stamp sheet in this new series. The New Dutch Design series showcases the work of the next generation of Dutch graphic designers. The stamps were designed during the 2023-2024 academic year by second-year Graphic Design students at ArtEZ in Zwolle, in collaboration with Nicole Uniquole. The stamps bear the denomination “1” for mail up to 20 grams within the Netherlands.
The New Dutch Design series, a successor to the Typically Dutch series, is dedicated to the theme of “celebration,” expressed through colour and form. After brainstorming the theme, the students decided to explore it by focusing on different rituals. The 11 August release, a sheet of 6 stamps in 2 designs, focuses on the ritual of making music. Earlier this year, the first two sheets in the series were released: one on coffee and tea rituals (17 February) and one on greeting rituals (22 April). The final issue of 2025, on dancing as a ritual, will follow on 22 September.
The price for a sheet of 6 stamps is €7.26.
SUBJECT
According to a 2017 study, 10% of the Dutch population regularly plays a musical instrument. Musical activities, including singing, are most common among 6 to 19-year-olds, as shown in the 2017 Monitor Amateurkunst (Amateur Arts Monitor). People with a migration background are slightly more musically active than those with a Dutch background. Most musicians spend 1 to 2 hours (33%) or 3 to 4 hours (28%) per week on music, often in groups. 77% make music with others at least occasionally, and 51% are members of a club or informal group.
In addition to professional orchestras, the Netherlands has around 5500 music associations, including wind orchestras, brass bands, big bands and other amateur instrumental groups. Traditionally, the provinces of North Brabant, Limburg and Gelderland have the highest number of music associations. These often fall under national organisations, primarily the Koninklijke Nederlandse Muziek Organisatie (Royal Dutch Music Organisation, KNMO), the national advocacy body for instrumental amateur music. Many associations also organise concerts, events and competitions, such as the Dutch Championships for Wind Music, the Dutch Brass Band Championships and the Open Dutch Harmony Championships.
Source: Boekman Foundation, KNMO, LKCA
DESIGN
The stamp sheet New Dutch Design – making music features 6 horizontal-format stamps in 2 different designs. The stamps depict people making music with various instruments. The 3 stamps on the left show musicians with a double bass and a tambourine; the 3 on the right show a guitarist, a saxophonist and a drummer, watched by a black cat. All figures are shown in motion, with golden-yellow stars symbolising both movement and the volume of the music.
Colours used for the figures, their clothing and the background are drawn from the palette for the entire New Dutch Design series. The country name ‘Nederland’ and the year ‘2025’ appear alternately on the left and right of the stamps. Denomination ‘1’ is placed bottom left or right, and the sorting hook top left or right. The sheet border features two illustrations also found on the stamps: the cat and the child with the drum. Next to the child is a new illustration of someone playing a post horn. The stamp illustrations extend onto the top and bottom of the sheet border.
TYPOGRAPHY
Two typefaces were used for the text. The first is Vier, designed by Maureen Ketting in 2024 specifically for the New Dutch Design series, in collaboration with fellow Graphic Design students at ArtEZ. The second is LTR Limited Grotesque, created in 2024 by Dutch type designer Erik van Blokland for LettError in The Hague.
DESIGN – SERIES
Curator Nicole Uniquole is well-known for organising major art and design exhibitions at historical locations. On behalf of PostNL, she guided the ArtEZ instructors and students throughout the design process for the New Dutch Design stamp series. “We began the project with an inspirational visit for all the students to the National Archives, where the design processes of nearly all Dutch stamps are documented. We even ventured into the archives’ basements, where original working drawings by renowned figures such as Piet Mondrian, Hendrik Werkman, and Anton Beeke were brought out. You could see how amazed the students were when they realised their work might one day be preserved there as well. In our approach to this series, the primary goal was to ensure the stamp sheets would form a cohesive collection, while giving the students full freedom to express their creativity. This creates a healthy tension. The idea was to work with a clear and strong visual language so the message comes across immediately. As Anton Beeke once said about poster design: the design should hit you—bam—like a punch in the face. That grabs your full attention.
The result is a series of ritual-themed stamps with a positive and optimistic appearance, characterised by clear forms, earthy colours, and a unifying typeface. This positive spirit aligns perfectly with the purpose of sending mail: thinking of one another and showing care for others.”
The design of the New Dutch Design stamp series is the result of an educational project within the Graphic Design programme at ArtEZ in Zwolle. PostNL had previously collaborated with Nicole Uniquole and ArtEZ on two stamp designs: The Compliment (2023) and 250 Years of King William I (2022). Marijke Meester, head of Graphic Design at ArtEZ, was closely involved in the creation of the New Dutch Design series. “This new project fits perfectly within our policy of working with external partners and giving students the freedom to experiment. The design of New Dutch Design involved 20 second-year students working in groups with changing compositions under the guidance of instructor Anje Jager. The students themselves brainstormed and connected the theme of ‘celebration’ to rituals as a common thread. We then adopted this as an overarching semester theme within the programme. Rituals are universal—they connect us and are part of what makes us human.”
DESIGN – MAKING MUSIC
The stamp sheet New Dutch Design – making music was designed by students Lillian Löhrer, Maartje Louwers, Rémon Westendorp and Tinka Leeuw. Their fellow students Chantal Idzerda, Jolijn Bos and Maureen Ketting were responsible for the grid (typography and layout). Like all other stamp designs in the New Dutch Design series, this issue was the result of an educational project at ArtEZ in collaboration with curator Nicole Uniquole. The students created the design during the 2023–2024 academic year, in their second year of the Graphic Design programme at ArtEZ in Zwolle. All second-year students were involved in the design of this stamp series. Within ArtEZ, the students were supervised by Marijke Meester and Anje Jager, respectively Head and Lecturer of Graphic Design.
Rollercoaster
Maartje Louwers finalised the design of New Dutch Design – making music on behalf of her team. Initially, the four students explored ideas around the themes of ‘seasons’ and ‘life stages’. “It really was a rollercoaster,” she says. “We sketched a lot and explored many directions. It was a very productive phase, where we encouraged each other to develop ideas collaboratively. But the themes of ‘seasons’ and ‘life stages’ proved too complex. Eventually, we chose ‘dancing’ as a theme because it allowed for freer forms. That worked very well. PostNL ultimately selected two designs with the dance motif for further development: the stamps on dancing (to be issued in September) and the stamps on making music (now released). So originally, the music stamps were also dance stamps, but over time we added musical instruments.”
Simplifying
Although the concept for the music stamps remained intact during development, many changes were made. “The design we presented to PostNL was full of detail,” Maartje explains. “In lessons with lecturer Ernst Bernson, I began simplifying it. That didn’t happen overnight—I found it hard to let go of things. Ernst kept saying: make it even simpler. And we did, until we were both satisfied. Other elements were also adjusted to better align with the earlier coffee and tea stamps, especially the round-headed figures.”
Music square
All four stamp sheets in the New Dutch Design series were eventually adapted to a shared layout grid developed by fellow students. “That was a phase of intense collaboration between all teams,” says Maartje. “We critically evaluated what worked and what didn’t. For example, we tested framing the image with a white border, but that didn’t work, so we dropped it. We also tried various background colours from the shared palette—pink, then purple, then royal blue—before settling on sky blue. That heavenly colour fits the outdoor setting where the people on the stamps are making music. I wanted to evoke the feeling of a large square where everyone is welcome to make music together.”
Diverse and inclusive
Diversity is a natural part of Maartje’s illustrations. “From my very first sketches, there was a woman in a wheelchair—because dancing or making music should be accessible to everyone. I didn’t use realistic skin tones, but orange for darker tones and yellow for lighter ones. Hairstyles vary too, from buns and braids to natural hair. I chose instruments with different shapes, from double bass to guitar, and from small drums to tambourines. The tambourine was actually suggested by Nicole Uniquole, our PostNL mentor. The post horn on the sheet border was my mother’s idea. I also researched how people hold instruments and created abstract versions of those poses. I’m not musical myself, so I had to study that carefully.”
Expressive stars
A striking feature of the illustrations is the expressive stars drawn by Maartje. “They really stand out,” she says. “They suit the colourful, maximalist style I used. I love the work of David Hockney and Hilma af Klint. I often draw stars. I did experiment with musical notes, but they felt too cliché. Stars are great symbols—they add energy and movement to the scene. I also used them to represent the volume of the music. It’s a cheerful design, which suits me. That’s why I enjoy looking at children’s stamps. Life is dramatic enough—you don’t always have to make serious choices.”
DESIGN – THE GRID
In stamp series design, the different releases usually share certain features, such as typography or a common layout framework. For the New Dutch Design stamp series, a separate team of students was responsible for creating this ‘grid,’ as Maureen Ketting explains. She, along with Jolijn Bos and Chantal Idzerda, was part of the grid team. “Our task was to ensure uniformity across the various stamps, such as the positioning of visual elements on the stamps and the sheet borders. Using books from the library, we first studied various examples and then started sketching—each of us individually—while the other teams were busy designing their stamps.”
Custom typeface
To give the series a distinctive character, the grid team designed a custom typeface. “We each worked on our own design,” says Jolijn Bos. “After consulting with the class—and with approval from the instructors and PostNL—Maureen’s typeface was chosen. Her typeface best fit the assignment.
She had created a 4 x 4 grid to literally reflect the theme of ‘celebration’ in the dimensions. The typeface features flowing shapes that seem to come together, just like people do when they gather to celebrate. That’s why the typeface was named Vier (‘Four’ in Dutch).
The second typeface, LTR Limited Grotesque by Dutch type designer Erik van Blokland, provides a playful counterbalance to the blocky forms of Maureen’s design.”
Sheet border guidelines
The stamps feature the text “Nederland” and “2025” displayed vertically, alternating between the left and right sides. Maureen Ketting explains: “This gave the teams as much space as possible for their designs, ensuring that the illustrations and typography wouldn’t clash. Throughout the process, we shared our proposals to gather feedback and ensure that our approach aligned with the design ideas of the other teams. If necessary, either they adjusted their ideas, or we adjusted ours.
We also addressed the requirements for the sheet border, such as the placement of the title, logo, and mandatory information. Each team was responsible for the remaining details of their sheet borders.
At the end, we considered adding a background pattern to the sheet border, but it ended up looking too busy, so we decided against it.”
Short Stories
The four New Dutch Design releases this year each have their own unique character but are clearly connected, thanks to the grid team’s work and the shared colour palette. “There are also common elements in the designs,” says Jolijn Bos. “For example, each stamp sheet features a circle as a character’s head. The illustrations can be seen as small stories that are connected. For instance, a student at ArtEZ wakes up in the morning, drinks coffee or tea, goes out, greets friends and acquaintances, makes music with others in the afternoon, and dances in the evening.”
About the Students
Chantal Idzerda (Putten, 2003), Jolijn Bos (Oss, 2002), Lillian Löhrer (Bergen op Zoom, 2002), Maartje Louwers (Emmeloord, 1997), Maureen Ketting (Almere, 2002), Rémon Westendorp (Enschede, 2001) and Tinka Leeuw (Meppel, 2005) worked on the stamp designs for New Dutch Design during the 2023–2024 academic year, in the second year of their Graphic Design studies at ArtEZ University of the Arts in Zwolle.
About Anje Jager
Anje Jager (Zuidlaren, 1977) studied teacher training in drawing at Windesheim in Zwolle, followed by communication and graphic design at Academie Minerva in Groningen. After graduating, she moved to Berlin, where she worked at various design studios. Since 2007, she has been active as an independent illustrator, graphic designer and art director, with clients including Monocle Magazine, Marc O’Polo, Die Zeit, Süddeutsche Zeitung, NRC, Harper’s Bazaar and the Dutch National Ballet. Anje Jager has taught at institutions such as the Merz Akademie in Stuttgart, the Universität der Künste Berlin and Edinburgh College of Art. Since early 2023, she has been a Graphic Arts Teacher at ArtEZ University of the Arts in Zwolle.
About Marijke Meester
Marijke Meester (born in Purmerend, 1964) has been Head of Graphic Design at ArtEZ, University of the Arts in Zwolle, since 2017. In 1992, she founded Meester Ontwerpers, a design agency in Amsterdam with extensive experience in strategy, communication, and complex challenges. The core team consists of Marijke Meester and Soejon Pet, complemented by a flexible network of professional communication and design specialists.
Meester studied at the Amsterdam University of Applied Sciences (art and crafts education) and earned her degree in Graphic Design at the Utrecht School of the Arts (HKU), graduating cum laude.
About Nicole Uniquole
Nicole Uniquole (born in Amersfoort, 1968) is known for creating acclaimed exhibitions at historical locations, where she combines contemporary design with 17th-century art. Some of her notable exhibitions include Design & Dynasty, 250 Years of Court Life of the Oranien-Nassau Family in Fulda (2022), Royal Showpieces at Het Loo Palace (2014/2015), Dutch Design – House of Orange at Oranienbaum Palace (2012). She is also the founder of Masterly – The Dutch Pavilion, an annual feature at the Salone del Mobile design fair in Milan. In 2021, she won Harper’s Bazaar’s Woman of the Year public award for her tireless dedication to contemporary art. Currently, Uniquole serves as Creative Director of Soestdijk Palace. Her role there has already resulted in exhibitions such as Women of Soestdijk (2023) and Brilliance at Soestdijk (November 2024 – March 2025).
SALES/VALIDITY
The New Dutch Design – making music stamps are available while stocks last at post offices in Bruna stores and via www.postnl.nl/bijzondere-postzegels. They can also be ordered by phone through the Collect Club customer service line at 088 – 868 99 00. The validity period is indefinite.
VALUE
The stamps bear a denomination of 1 intended for mail up to 20 grams within the Netherlands. The price per sheet of 6 stamps is €7.26.
TECHNICAL DATA
Stamp size: 40 x 30 mm
Sheet size: 122 x 170 mm
Paper: Normal with phosphor print
Gumming: Gummed
Printing technique: Offset
Printing colours: Cyan, magenta, yellow, and black
Print run: 75,000 sheets
Format: Sheet of 6 stamps in 2 different designs
Denomination: 1 for mail up to 20 grams within the Netherlands
Design: Nicole Uniquole in collaboration with Chantal Idzerda, Jolijn Bos, Lillian Löhrer, Maartje Louwers, Maureen Ketting, Rémon Westendorp and Tinka Leeuw (students Graphic Design aan ArtEZ, University of the Arts, Zwolle)
Printer: Cartor Security Printers, Meaucé La Loupe, France
Item number: 450762
SUMMARY
Issue: New Dutch Design – making music
Release Date: 11 August 2025
Format: Sheet of 6 special stamps in 2 different designs, each with a value of 1 for mail weighing up to 20 grams sent within the Netherlands
Item Number: 450762
Design: Nicole Uniquole in collaboration with Chantal Idzerda, Famke Ruiter, Jolijn Bos, Lillian Löhrer, Maartje Louwers, Maureen Ketting, Rémon Westendorp and Tinka Leeuw (Graphic Design students at ArtEZ, University of the Arts, Zwolle)
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