The "I amsterdam" sign was a prominent letter sculpture located in Amsterdam, designed to represent the city and its spirit.
What is the I amsterdam Sign?
A large, three-dimensional structure spelling out the phrase "I amsterdam" in capital letters. The letters were constructed from durable materials like steel, painted bright red and white. The sign was intentionally designed to be interacted with, serving as a popular photo opportunity.
Key Facts
- Origin (2004): Created as the city's marketing slogan by advertising agency KesselsKramer.
- Physical Dimensions: Approximately 2 meters high and spanning nearly 24 meters in length for the large original installation.
- Iconic Locations: Most famously stood in front of the Rijksmuseum on Museumplein (Museum Square) from 2004 until its removal in December 2018. Smaller versions appeared at other locations like Schiphol Airport.
- Purpose: Functioned as both an art installation and a marketing tool for Amsterdam, symbolizing inclusivity ("I am") and connection to the city ("amsterdam").
- Cultural Phenomenon: Became one of the most recognizable tourist landmarks in Amsterdam, synonymous with visitor photos.
Controversy and Removal
The sign's association with mass tourism grew. In December 2018, Amsterdam Municipality removed the main sign from Museumplein. Their rationale was that the sign had come to symbolize mass tourism and individual promotion, conflicting with the city's contemporary goals focused on community, sustainability, and managing visitor numbers. The removal sparked international discussion about the symbol's meaning.
Current Status
The large, iconic sign no longer permanently stands in the city center. While small, mobile versions occasionally pop up for specific events or promotions, there is no major, central permanent "I amsterdam" installation. The slogan and design remain widely used in souvenirs and unofficial imagery.
