The new logo for the City of Amsterdam has received criticism after it was revealed: identical to the previous logo except from a line break.
Amsterdam's old logo (above) and new logo (below).
However, Edenspiekermann, the brand communications agency involved, has spoken out about the claims, insisting that this is not the only change made as part of the €100,000 project, and that it has in fact streamlined the logo and marketing materials, replacing “a system of logos comprising over 40 different variations”.Edo van Dijk, creative director and co-founder of the agency, explained: “To make it simple: we’ve created a completely renewed visual identity with new applications, tools, grids and guidelines, but we left the logo virtually unchanged.”
Edenspiekermann worked on the rebranding and simplification with fellow agency Thonik.Hanane Lechkar, spokesperson for the City of Amsterdam, added: “Among other things we’re going from 250 different types of envelopes to a maximum of 25 types of envelopes, to one unified letterhead and to one type of fleetmarking. By doing this we can purchase items in larger quantities which makes them cheaper in the long run.”From spring, City of Amsterdam will gradually move to the new logo throughout all departments.
