Amsterdam Museum

Dedicated to telling the stories of the city of Amsterdam, the Amsterdam Museum has been in existence for nearly 100 years now. In an effort to guide this city museum into the future, its brand identity has been completely overhauled. The identity is based on the museum’s new brand strategy, with the core values of “Amsterdam, Open, Storytelling, Relevant and Connecting”. At the centre of the logo is Amsterdam’s St Andrew’s cross, symbolising the city of Amsterdam and the aspect of “Connecting”. The different colours of the logo in turn represent the diversity of the city and its inhabitants. The St Andrew’s cross is also used as an independent, eye-catching design feature across all media.