I amsterdam

📋 1 Guidelines

🔗 Connections

Sector

Tourism Public sector

Region

Netherlands

Guideline Year

2019

Language

English

Tags

City Regional

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • To market Amsterdam as a strong, internationally recognizable brand that communicates the diversity, connectedness, and individuality of all Amsterdammers, and to build a healthy city balancing life, work, and recreation for residents, visitors, and companies [^1].
Core Values
  • creativity
  • innovation
  • entrepreneurship
Target Audience
  • Residents, national and international visitors, and Dutch and international companies [^2].
Personality Traits
  • original
  • surprising
  • trend-setting
  • innovative
  • active
  • enterprising
Visual Identity Overview
  • The visual identity centers on the ‘I amsterdam’ motto, using a flexible label with strict color palette guidelines (red, white, grey), clear placement rules, and the Avenir font family. The brand is visually dynamic, bold, and minimalistic, with consistent use across advertisements, online, and print [^3].

Categories

Brand Imagery
  • The label can be used flexibly within the white frame from left to right and from top to bottom in three different positions: left, right or at the top of an advertisement. On both the left and the right side I amsterdam is always read from top to bottom; if the label is placed at the top of the advertisement, the reading direction is left to right. The label is never placed at the bottom of the page or in a corner.
  • The label size is determined by the ratio of the short to long side. To determine the size of the label, we use the following formula: long side / short size = X X = indicates the shirt side percentage. And thus indicates how big the label should be. This formula ensures that the label looks the same in almost all ratios. The minimum label size is: L 20 mm, H 5.702 mm.
  • If the ratio is greater than 7.5, the label size no longer increases proportionately and remains at 150%.
  • The label is never placed at the bottom of the page between sponsors’ logos. The label may not form a visual whole with/part of sponsors’ logos. Leave a minimum of 1 /4 label height free of text and images around the label.
Color Palette
  • The standard form is the black & white I amsterdam motto on the red label.
  • The white label is used on a red background and the grey label is used for black & white advertisements.
  • The ratio of the word to the label is fixed in the motto. The motto may not be placed on other labels.
  • The label sets are available in eps, jpg and gif and provided by amsterdam&partners.
  • Red label
  • White label
  • Label grey
  • PMS 2035 c, u RGB: 255, 0, 0 CMYK: 0, 100, 100, 0 RAL 3020
  • RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 RAL 9003
  • PMS Cool Gray 8 RGB: 156, 156, 156 CMYK: 0, 0, 0, 50 RAL middengrijs
Typography
  • The defining font for I amsterdam is Avenir. The clear, open typeface of this font fits well with our character.
  • Avenir has an extensive family of weights and styles. Usually two or three weights are enough. Italics are only used to accentuate words in flowing text.
  • Avenir forms part of the Linotype Library and the Adobe Font Folio. It is available through all known retail channels.
  • Avenir Light
  • Avenir Book
  • Avenir Roman
  • Avenir Medium
  • Avenir Heavy
  • Avenir Black
Logo Usage
  • The label can be used flexibly within the white frame from left to right and from top to bottom in three different positions: left, right or at the top of an advertisement.
  • On both the left and the right side I amsterdam is always read from top to bottom; if the label is placed at the top of the advertisement, the reading direction is left to right.
  • The label is never placed at the bottom of the page or in a corner.
  • The label size is determined by the ratio of the short to long side.
  • To determine the size of the label, we use the following formula: long side ——— = X short size X = indicates the shirt side percentage. And thus indicates how big the label should be.
  • This formula ensures that the label looks the same in almost all ratios.
  • The minimum label size is: L 20 mm, H 5.702 mm.
  • If the ratio is greater than 7.5, the label size no longer increases proportionately and remains at 150%.
  • The label is never placed at the bottom of the page between sponsors’ logos. The label may not form a visual whole with/part of sponsors’ logos.
  • Leave a minimum of 1 /4 label height free of text and images around the label.
Tone And Messaging
  • I amsterdam is the motto used to market Amsterdam as a brand locally, nationally and internationally.
  • By consistently linking it to people, stories, events, happenings and symbols, I amsterdam has grown into a famous, strong and internationally recognisable motto. The I amsterdam motto communicates the diversity, connectedness and individuality of all Amsterdammers. And together we form the Metropolitan Area that we love so much.
  • The I amsterdam motto is a registered brand and protected as such. The brand is owned by the Municipality of Amsterdam and amsterdam&partners holds the licence for the registered I amsterdam motto.
  • amsterdam&partners is the city marketing organisation for the Amsterdam Metropolitan Area. We are the authoritative guide for residents, national and international visitors, and Dutch and international companies. We help build a healthy city based on the desire to strike a good balance between life, work and recreation.
  • The I amsterdam motto enables us to market the Metropolitan Area as a strong economic, cultural and scientific knowledge centre. We do this on the basis of our core values: creativity, innovation and entrepreneurship.
  • We distinguish ourselves through our core values: creativity, innovation and entrepreneurship. This combination of core values is unique and sets the Amsterdam Metropolitan Area apart. They describe the city’s character and via the I amsterdam motto are linked to stories, people, events, happenings and symbols.
  • The core values stem from a number of Amsterdam’s key characteristics. In our rich history we find many examples that powerfully illustrate these values. For example: the invention of stocks, the establishment of the world’s first stock market and icons such as Rembrandt and Van Gogh. Linking the core values to images, stories, happenings and people gives life to the concepts of creativity, innovation and entrepreneurship and, therefore, real tangible meaning. This makes the core values transferable, enabling the many manifestations of the brand to be positioned alongside Amsterdam Metropolitan Area powerfully in the world.
  • Creativity (original & surprising)
  • Innovation (trend-setting & innovative)
  • Entrepreneurship (active & enterprising)
Brand Values
  • We distinguish ourselves through our core values: creativity, innovation and entrepreneurship. This combination of core values is unique and sets the Amsterdam Metropolitan Area apart. They describe the city’s character and via the I amsterdam motto are linked to stories, people, events, happenings and symbols.
  • The core values stem from a number of Amsterdam’s key characteristics. In our rich history we find many examples that powerfully illustrate these values. For example: the invention of stocks, the establishment of the world’s first stock market and icons such as Rembrandt and Van Gogh. Linking the core values to images, stories, happenings and people gives life to the concepts of creativity, innovation and entrepreneurship and, therefore, real tangible meaning. This makes the core values transferable, enabling the many manifestations of the brand to be positioned alongside Amsterdam Metropolitan Area powerfully in the world.
  • Creativity (original & surprising) Innovation (trend-setting & innovative)
  • Entrepreneurship (active & enterprising)
Visual Style
  • The standard form is the black & white I amsterdam motto on the red label.
  • The white label is used on a red background and the grey label is used for black & white advertisements.
  • The ratio of the word to the label is fixed in the motto. The motto may not be placed on other labels.
  • Red label PMS 2035 c, u RGB: 255, 0, 0 CMYK: 0, 100, 100, 0 RAL 3020
  • White label RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 RAL 9003
  • Label grey PMS Cool Gray 8 RGB: 156, 156, 156 CMYK: 0, 0, 0, 50 RAL middengrijs
  • The label can be used flexibly within the white frame from left to right and from top to bottom in three different positions: left, right or at the top of an advertisement.
  • On both the left and the right side I amsterdam is always read from top to bottom; if the label is placed at the top of the advertisement, the reading direction is left to right.
  • The label is never placed at the bottom of the page or in a corner.
  • The label size is determined by the ratio of the short to long side.
  • To determine the size of the label, we use the following formula: long side / short size = X X = indicates the shirt side percentage. And thus indicates how big the label should be.
  • This formula ensures that the label looks the same in almost all ratios.
  • The minimum label size is: L 20 mm, H 5.702 mm.
  • If the ratio is greater than 7.5, the label size no longer increases proportionately and remains at 150%.
  • The label is never placed at the bottom of the page between sponsors’ logos. The label may not form a visual whole with/part of sponsors’ logos.
  • Leave a minimum of 1 /4 label height free of text and images around the label.
Layout And Composition
  • The label can be used flexibly within the white frame from left to right and from top to bottom in three different positions: left, right or at the top of an advertisement.
  • On both the left and the right side I amsterdam is always read from top to bottom; if the label is placed at the top of the advertisement, the reading direction is left to right.
  • The label is never placed at the bottom of the page or in a corner.
  • The label size is determined by the ratio of the short to long side.
  • To determine the size of the label, we use the following formula: long side ——— = X short size X = indicates the shirt side percentage. And thus indicates how big the label should be.
  • This formula ensures that the label looks the same in almost all ratios.
  • The minimum label size is: L 20 mm, H 5.702 mm.
  • If the ratio is greater than 7.5, the label size no longer increases proportionately and remains at 150%.
  • The label is never placed at the bottom of the page between sponsors’ logos. The label may not form a visual whole with/part of sponsors’ logos.
  • Leave a minimum of 1 /4 label height free of text and images around the label.
🐛 Report