City of Amsterdam

De Stijl van Amsterdam
The Netherlands
Company name: City of Amsterdam
Company size: Non Profit Organisation
Company web site:
Nr. of Employees: 250<

Case summary:
The City of Amsterdam has moved from a scrapbook image, with over sixty different logos and symbols, scattered across dozen of departments to a solid and cohesive monolithic corporate Identity embracing all the city’s organisations. The project was established in merely two years, with the active participation of over 60 directors and received both Internaland External acclaim. In the past years, the Stijl van Amsterdam has won a number of Awards and reduced the city’s costs in 1€ million yearly.
De Stijl van Amsterdam (The Style of Amsterdam)

By 2002, the City of Amsterdam had accumulated over sixty different logos and symbols. Their organisation was scattered across dozens of district councils, departments and project groups, each with its own corporate identity. Until De Stijl van Amsterdam (The Style of Amsterdam) Corporate Identity project started.

Initially, there was little belief in a successful undertaking due to the highly decentralized structure of the city’s organisational structure. However, the objective was achieved in two years and the project was responsible for creating better service and improving corporate culture, saving the city €1 million annually.

Whose money is this anyway?
Egbert Wolf, senior communications advisor for Amsterdam City Council, was one of the mentors in the implementation of De Stijl van Amsterdam between 2002 and 2005. He reflects back on the two issues that lead to the start of the project: “First of all, there was a proliferation of all sorts of logos, symbols and emblems. It was comparable to a company such as Unilever where hundreds of different products adopt their own individual branding policies. Countless organizations and departments were operating independently of one another within their own vacuum. There was no longer any transparency within the city, we had become invisible and had lost our identity for the city’s residents.”…

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