This document discusses the rebranding of Amsterdam's city brand by design firm edenspiekermann. It notes that managing a city brand is more complex than managing a product brand due to more media, messages, actors and politics involved. The rebranding of Amsterdam is presented as a showcase example. It describes the process of developing a new visual identity for Amsterdam and its districts/services by establishing common visual elements to create a unified "family" while allowing for distinctive identities. The rebranding was based on research into Amsterdam's image and distinguishing characteristics.
19. edenspiekermann_
building one amsterdam together
The concept
The City of Amsterdam is a network organisation,
with independently operating services, departments and
city districts.
The style of Amsterdam offers space for both the
signature of the City as well as the individual identities
of the services and districts.
20. edenspiekermann_
building one amsterdam together
The concept
The districts, departments and services shape their own
identity by adding their distinctive characteristics to the
identity of the City of Amsterdam.
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building one amsterdam together
The concept
A restrained use of visual elements to shape the individual
identities will benefit both the family ties and promote the
transparency of the organisation as a whole.
58. edenspiekermann_ 58
amsterdam based this selection on:
– Image research among various target
groups (visitors, companies, inhabitants)
– Interviews on the unique and
distinguishing elements of Amsterdam
– Numerous statements on Amsterdam, from
policy documents to television
programmes, from travel guides to
promotional material to newspaper reports
– The city’s Omnibus questionnaire among
424 Amsterdam residents
City marketing plan by Berenschot Consultancy
and the Municipality of Amsterdam
59. edenspiekermann_ 59
priorities city marketing policy City marketing
Source: Choosing Amsterdam;
Berenschot Consultancy and the
Municipality of Amsterdam