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WHY A TOUCAN AND NOT A FALCON AS A LOGO
Anyone passing by a Van der Valk hotel cannot miss it: the large, colorful toucan proudly perched on our roofs. It is one of the most recognizable logos in the Netherlands, but it often raises the question: why not a falcon, fitting with the family name? The choice for the toucan has an interesting and symbolic background, dating back to the period immediately after the Second World War and has an unexpected connection with the bird park Avifauna.
THE SEARCH FOR A SUITABLE LOGO
After the Second World War, the Van der Valk family faced a dilemma: they were looking for a logo for their growing hospitality business, but had difficulty choosing a bird of prey like the falcon. Although a falcon might seem logical at first glance due to the family name, the association with a bird of prey did not sit well at that time. Many people still had strong memories of the symbolism of birds of prey such as the eagle, which played a prominent role in their iconography during the Nazi regime.
Gerrit van der Valk, one of the prominent figures within the family business, was faced with the challenge of finding a logo that not only suited their name, but also represented a Positive and welcoming had a radiant appearance.
THE LINK WITH AVIFAUNA AND THE TOUCAN
The choice for the toucan stemmed from another important event in the history of the Van der Valk family: the takeover of Avifauna Bird Park in Alphen aan den Rijn. In 1950, the family took over the bird park, which had a toucan as its logo. The bird park and the toucan turned out to be a perfect match with the family's vision. The toucan eventually became the new logo of the Van der Valk chain, as it was not only beautiful and colorful, but also a cheerful and exotic character It suited much better the atmosphere that the family wanted to convey. As Gerrit van der Valk himself once said: "A toucan is a beautiful, large, tropical bird, a cheerful and sociable creature, which suits us much better."
The choice for the toucan not only reflected the association with the bird park, but also the character of the family business: hospitable, friendly and approachableWhere the falcon is a predator that could evoke fear, the toucan exudes something light and optimistic.
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THE TOUCAN AS A SYMBOL OF HOSPITALITY
The toucan is also a Recognizable symbol become. People associate the colorful logo directly with Van der Valk hotels and restaurants, which contributes to the strong brand identity The toucan on the roof immediately shows where you are: a place of comfort, hospitality, and a warm welcome, built up by the company over the years. Whether you drive past a Van der Valk establishment in the Netherlands or abroad.