The House flag of the Nederlandsch-Amerikaansche Stoomvaart Maatschappij, Rotterdam. A green, white and green triband, with the letters 'N A S M' in black on the central white stripe. The flag is made of a wool and synthetic fibre bunting. It has a cotton hoist and is machine sewn. The letters are printed. A rope and clip is attached. This design was in use from 1873 to 1971.

Founded in 1873 to operate a service between Rotterdam and New York (from 1882 to the end of the century, the passenger service also ran from Amsterdam). The company soon established itself as a carrier of emigrants from Europe to the United States. In 1902 the American International Mercantile Marine Company acquired a majority of company shares but in practice Holland America was allowed to go its own way and in 1916 the Dutch bought out IMMC.

The passenger traffic in the inter-war period was cut by US immigration controls and the company diversified into cruising. At the start of the World War II the fleet stood at 26 ships but only 10 were left at the end of hostilities. In 1950 the Holland Inter-America Line was formed to run a service from New York to South America and the Europa-Canada Line was formed with Rotterdam Lloyd. The latter was in operation from 1950-1967.

Competition from air travel began to bite in the mid 1960’s, North Atlantic passenger services ceasing in 1971. The company acquired Westours Incorporated and became involved in Alaskan cruises they also moved into container shipment. The whole of Holland America Line’s transport division was bought by the Swedish Brostrom Group in 1975. The company under the name Holland America Line is now a subsidiary of the Carnival Cruise Line (from 1988).