WHY A TOUCAN AND NOT A FALCON AS A LOGO
Anyone passing a Van der Valk-hotel cannot miss it: the large, colorful toucan that proudly adorns our roofs. It is one of the most recognizable logos in the Netherlands, but it often raises the question: why not a falcon, fitting the family name? The choice of the toucan has an interesting and symbolic background, dating back to the period immediately after World War II and with an unexpected connection to bird park Avifauna.
THE SEARCH FOR A SUITABLE LOGO
After World War II, the Van der Valk family faced a dilemma: They were looking for a logo for their ever-expanding hospitality business, but were having trouble choosing a bird of prey such as the falcon. Although a falcon would seem logical at first glance because of the family name, the association with a bird of prey did not come across well at the time. Many people after the war 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.
So Gerrit van der Valk, one of the prominent figures in the family business, was faced with the challenge of finding a logo that not only fit their name, but also had a positive and welcoming feel.
THE LINK TO AVIFAUNA AND THE TOUCAN
De keuze voor de toekan kwam voort uit een andere belangrijke gebeurtenis in de geschiedenis van de familie Van der Valk: de overname van Vogelpark Avifauna in Alphen aan den Rijn. In 1950 nam de familie het vogelpark over, en dit park had een toekan als logo. Het vogelpark en de toekan bleken perfect aan te sluiten bij de visie van de familie. De toekan werd uiteindelijk het nieuwe logo van de Van der Valk-keten, omdat het niet alleen mooi en kleurrijk was, maar ook een vrolijk en exotisch karakter had dat veel beter paste bij de sfeer die de familie wilde uitstralen. Zoals Gerrit van der Valk zelf eens zei: "Een toekan is een mooie, grote, tropische vogel, een vrolijk en gezellig beest, dat past veel beter bij ons."
The choice of the toucan reflected not only its association with the bird park, but also the character of the family business: welcoming, friendly and approachable. Whereas the falcon is a predator that could evoke fear, the toucan, on the contrary, exudes something lighthearted and optimistic.
THE TOUCAN AS A SYMBOL OF HOSPITALITY
The toucan has also become a recognizable symbol. People immediately associate the colorful logo with Van der Valk-hotels and restaurants, contributing to the strong brand identity the company has built over the years. Whether you drive past a Van der Valk-establishment in the Netherlands or abroad, the toucan on the roof immediately shows where you are: a place of comfort, hospitality and a warm welcome.