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140 Years Young: HAL Adopts New Flag and Name

1971: Holland America replaces the original house flag of “NASM,” on a green and white striped Rotterdam city flag, with an orange flag with three swaths of aqua and white. This logo was commonly called the “slug” logo as the angled stripes are thought by many to resemble slugs.

The new logo coincided with the cessation after 98 years of the company’s flagship passenger service between Rotterdam and New York. Subsequently, the passenger operations of the company became known as Holland America Cruises rather than Holland America Line as they had previously been known in the English-speaking countries.

HAL house flag 1971-1983

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