To keep the individual identities connected, we developed the ‘Shape Alphabet’, a system of shapes designed to be added to the three red Amsterdam crosses taken from the city’s 15th century coat of arms. These shapes allowed the multiple organizations to create personal brand identities while ensuring the appearance of one unmistakable brand.


The power of temptation

Between 2003 and 2006, all city districts and services chose a design agency and an appropriate timing to create and launch their own suitable sub-identities. All designs and applications came together on a shared online identity portal called “Stijlweb”, open for everyone to use. The central body that governed this gradual process didn’t use force; coached by us, they used seductive design presentations and a very flexible stance to foster and guide the required change.

We are very satisfied with the Amsterdam Style after 10 years of use. The style is flexible, communicates powerfully and contributes to a recognizable government.Egbert Wolf, Design manager City of Amsterdam (2013)
Outdoor campaign to stimulate the use of online services
Building signs give only information which is relevant for the public
Responsive website with thematic entrances for a broad audience

Moving to a monolithic identity

The approach we chose in 2003 proved to be very successful in bringing an immensely dispersed organization together under one shared identity system. But over time, the city organization wanted to represent itself more and more as one single organization.

By the end of 2013 – in the wake of a large reorganization – the city was ready to take the next step towards a more monolithic identity. Edenspiekermann and Thonik worked together again to simplify the identity system while at the same time keeping it as colorful and lively as it was before. We added two new visual icons to the identity toolkit: Adam and Eve, modular iconic figures that can be used in static and dynamic applications to support storytelling and complex information transfer.

Adam and Eve, supporting city communications in static and dynamic fashion
Using Adam – the modular guy – on information leaflets

Building a sustainable identity toolkit

The update of the Amsterdam Style in 2013 created quite a stir in the Dutch press. We published this blog post as a reaction to the press coverage, mainly to show and explain what we really did for the money that the city invested in this update. One thing is certain: the city identity toolkit can last another 8 to 10 years with this update.