You and I amsterdam

Located at the back of the Rijksmuseum on Museumplein, the large I amsterdam slogan quickly became a city icon and a much sought-after photo opportunity. Visitors photograph themselves, in, around and on top of the slogan, and it always manages to inspire the novice photographer.

At more than two metres tall, the slogan measures over 23.5 metres wide. A second set of letters is at Amsterdam Airport Schiphol to welcome visitors to the city and a third set of letters playfully changes location around the city, making appearances at fashion shows, fairs, festivals and other major events. And finally, a scaled-down set of letters can also be found in the courtyard of the Amsterdam Museum

A red I amsterdam mosaic sofa is located outside the public reception of City Hall (Amstel 1). This was handmade by furniture brand Goed Gemaakt in collaboration with local homeless youths.

Where are the travelling letters now?

From 22 July, the travelling letters will be moving around in rainbow colours because of EuroPride 2016.

  • From Friday 22 until Monday 25 July, the letters can be spotted at Vondelpark (near the Vondelbeeld), because of Pink Saturday and the Pride Walk. 
  • From Monday 25 July until Monday 1 August you can see the letters at Westerpark because of Milkshake Festival. 
  • From Monday 1 until Sunday 7 August you can find the letters at the Amstel in front of the entrance of the Hermitage because of the Canal Parade

Heart on our sleeves... and our chests

If imitation is the highest form of flattery then I amsterdam are quietly chuffed at the number of unofficial tourist t-shirts sporting various plays on the phrase.

Besides mimicry, there's nothing better than seeing the real I amsterdam logo emblazoned right across many a local's chest when out running in Vondelpark, at gigs around town or hanging out on a sunny terrace. Check out the I amsterdam webshop to purchase your own I amsterdam gear.

It's also the city's welcoming cheer. After all, Amsterdam is a city whose locals have been greeting travellers for centuries, and they don't mind sharing a sentiment they themselves hold so dear - that Amsterdam is for everyone.

More than marketing speak

'I amsterdam' began as the marketing campaign for the Amsterdam Area and its business and promotional organisations, but quickly took on a life of its own, becoming a collective catch phrase for the city's residents, regardless of who they are or where they come from.

Share your best pics!

Share your best picture of the I amsterdam letters with other Amsterdam fans on our I amsterdam Facebook group.