Redefining the Amsterdam brand identity

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amsterdam berlin san francisco stuttgart

redefining the amsterdam city brand

Edo van Dijk @edoch June 1, 2012 www.edenspiekermann.com

edenspiekermann_ brand = network of mental associations logo = trigger to evoke the mind set

edenspiekermann_ city = network of mental associations marketing slogan = trigger to evoke the mind set

edenspiekermann_ but: managing a city brand is far more complex than managing a product brand

edenspiekermann_ more media, more messages, more actors, more politics

edenspiekermann_ a city brand policy does not tolerate democracy. it needs a clear direction and strong management

edenspiekermann_ 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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edenspiekermann_ 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.

edenspiekermann_ 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.

edenspiekermann_ 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.

edenspiekermann_ the strategy that led to success

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edenspiekermann_ The starting point: january 2002. 55 different logo’s, no unity

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history of the crosses

edenspiekermann_ 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

edenspiekermann_ 32 edenspiekermann_ various possibilities were explored

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The ‘second layer’ concept gives districts and services their own playing field on selected carriers

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Thus building a family of related identities

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edenspiekermann_ amsterdam = creativity innovation entrepreneurial spirit

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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

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City marketing priorities city marketing policy

Source:  Choosing  Amsterdam;  Berenschot  Consultancy  and  the    Municipality  of  Amsterdam

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film by Lava – lava.nl

edenspiekermann_

amsterdam berlin san francisco stuttgart

merci bien!

www.edenspiekermann.com @edenspiekermann @edoch

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