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Amsterdam’s New Logo & Identity Provokes Criticism And Outrage
By Jillian Wong, 13 Feb 2014
The new logo for the City of Amsterdam
The City of Amsterdam recently unveiled its new logo and identity, which has attracted flak from the Dutch media who have criticized it for being overly simple.
Redesigned at a cost of €100,000, the new logo features the same Avenir typeface and red Saint Andrew’s Crosses. Nearly all but one news outlet has focused on the fact that the only discernible change is a line break which places “Amsterdam” under “Gemeente”, and is thus a waste of money.
Brand communication agency Edenspiekermann has posted an insightful explanation of the project, which was done in collaboration with fellow agency Thonik. In it, the company explains that the revamp is more than just a simple logo redesign, but a more cohesive identity that unites all of the city’s districts and services.
The new logo does away with the old system which had over 40 different logo variations. This means manufacturing of materials like envelopes will be reduced “from 250 different types of envelopes to a maximum of 25 types of envelopes, to one unified letterhead and to one type of fleetmarking”, which is more efficient and cost-effective in the long run, according to spokesperson for the City of Amsterdam Hanane Lechkar.
Check out some of the redesigned materials below and head over to Brand New for the full story.
What do you think of the new logo and identity for Amsterdam?
Left: Old logo, Right: New logo
Materials featuring the old identity
Logos that will disappear with the use of the new one
The new logo in various sizes
Business cards featuring the new logo
[via Brand New, images by Edwin van Eis, Thomas Schlijper and Nationale Beeldbank via Edenspiekermann]
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