Redefining the Amsterdam brand identity
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This document discusses the rebranding of Amsterdam's city brand by design firm edenspiekermann. It notes that managing a city brand is more complex than managing a product brand due to more media, messages, actors and politics involved. The rebranding of Amsterdam is presented as a showcase example. It describes the process of developing a new visual identity for Amsterdam and its districts/services by establishing common visual elements to create a unified "family" while allowing for distinctive identities. The rebranding was based on research into Amsterdam's image and distinguishing characteristics.
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Redefining the Amsterdam brand identity
- 1. edenspiekermann_ redefining the amsterdam city brand Edo van Dijk @edoch June 1, 2012 www.edenspiekermann.com amsterdam berlin san francisco stuttgart
- 2. edenspiekermann_ brand = network of mental associations logo = trigger to evoke the mind set
- 3. edenspiekermann_ city = network of mental associations marketing slogan = trigger to evoke the mind set
- 4. edenspiekermann_ but: managing a city brand is far more complex than managing a product brand
- 5. edenspiekermann_ more media, more messages, more actors, more politics
- 6. edenspiekermann_ a city brand policy does not tolerate democracy. it needs a clear direction and strong management
- 7. edenspiekermann_ the rebranding of amsterdam is a showcase example
- 8. edenspiekermann_ 8 amsterdam
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- 17. edenspiekermann_ 17 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
- 18. edenspiekermann_
- 19. 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.
- 20. 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.
- 21. 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.
- 22. edenspiekermann_ the strategy that led to success
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- 24. edenspiekermann_ The starting point: january 2002. 55 different logo’s, no unity
- 25. edenspiekermann_ 25 history of the crosses
- 26. edenspiekermann_ 26 the amsterdam coat of arms
- 27. edenspiekermann_ 27 recent ‘corruptions’
- 28. edenspiekermann_ 28 the crosses belong to the city
- 29. edenspiekermann_ 29 which are the ‘real’ amsterdam crosses?
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- 31. edenspiekermann_ 31 what we were looking for: family ties
- 32. edenspiekermann_ 32 various possibilities were explored
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- 38. edenspiekermann_ 38 The second layer concept gives districts and services their own playing field on selected carriers
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- 41. edenspiekermann_ 41 Thus building a family of related identities
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- 58. edenspiekermann_ 58 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
- 59. edenspiekermann_ 59 priorities city marketing policy City marketing Source: Choosing Amsterdam; Berenschot Consultancy and the Municipality of Amsterdam
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- 69. edenspiekermann_ 69 film by Lava – lava.nl
- 70. edenspiekermann_ 70 merci bien! www.edenspiekermann.com @edenspiekermann @edoch amsterdam berlin san francisco stuttgart