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edenspiekermann_
redefining the amsterdam city brand




Edo van Dijk
@edoch

June 1, 2012
www.edenspiekermann.com

amsterdam berlin san francisco stuttgart
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brand =
network of mental associations
logo =
trigger to evoke the mind set
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city =
network of mental associations
marketing slogan =
trigger to evoke the mind set
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but:
managing a city brand is
far more complex than
managing a product brand
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more media, more messages,
more actors,

more politics
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a city brand policy does not
tolerate democracy.
it needs a clear direction and strong
management
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the rebranding of amsterdam is a
showcase example
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amsterdam
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amsterdammers are:

–  merciful, heroic, resolute
   (city coat of arms)
–  open, personal
–  active, go-getters
–  up-front, cheeky, full of zest
–  humorous, with a wink
–  self-willed
–  averse to authority,
   slightly anarchist
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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.
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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.
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the strategy that led to success
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The starting point: january 2002. 55 different logo’s, no unity
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history of the crosses
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the amsterdam coat of arms
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recent ‘corruptions’
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the crosses belong to the city
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which are the ‘real’ amsterdam crosses?
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what we were looking for:
family ties
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various possibilities were explored
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edenspiekermann_                                                           38




                   The second layer concept gives districts and services
                   their own playing field on selected carriers
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edenspiekermann_                                                  41




                   Thus building a family of related identities
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amsterdam =
creativity
innovation
entrepreneurial spirit
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
edenspiekermann_                                                           59



priorities city marketing policy                     City marketing




                                   Source:  Choosing  Amsterdam;  
                                   Berenschot  Consultancy  and  the    
                                   Municipality  of  Amsterdam
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                   film by Lava – lava.nl
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                                           70




merci bien!




www.edenspiekermann.com
@edenspiekermann
@edoch

amsterdam berlin san francisco stuttgart

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Redefining the Amsterdam brand identity