I amsterdam letters
An introduction, a slogan, a statement of inclusion, and a physical icon - I amsterdam is the city's and its resident's collective catch phrase.
You and I amsterdam
Located at the back of the Rijksmuseum, the large I amsterdam slogan at Museumplein Square has fast become 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 2 metres tall, the slogan measures over 23.5 metres wide. A second set of letters playfully changes location around the city, making appearances at fashion shows, fairs and festivals.
Where are the letters now?
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From 23 January to 15 March 2012: Hockeyclub AH&BC in the Amsterdamse Bos at the Nieuwe Kalfjeslaan
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.
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.
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.
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