New Logo and Identity for the City of Amsterdam
This month, the Dutch press went bananas with the news that the City of Amsterdam had redesigned its famous Saint Andrew’s Crosses logo at a cost of 100,000 Euros and all they got in return was a line break, moving “Amsterdam” under “Gemeente”. Same Avenir typeface. Same red crosses. Same municipal money in the bank minus 100,000 Euros. The change has become the subject of ridicule and, except for one sole voice of reason in the press, all everybody has focused on is the cost and the logo instead of understanding that this amount of money covers the redesign of a full identity and guidelines that support the government’s decision to bring all of its districts and operations under a single visual and organizational umbrella. Luckily, edenspiekermann has posted a thoughtful explanation of the project, which they designed in collaboration with Thonik.
Before continuing, a couple of interesting links: A video with man-on-the-street reactions and interview with edenspiekermann’s Edo van Dijk and a full PDF presentation of the new identity.