iamsterdam_brandmanual_3_0

Brand manual

Version 3.0_October 2009

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Brand manual

Table of contents11.11.21.31.4

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Table of contentsIntroductionAmsterdam Partners 4Our mission 5Our core values 6I amsterdam manifesto 7

I amsterdam mottoMotto on red banner 10Colour variations 11Positioning of motto on banner 12Format 13Motto without banner 14Colour variations for motto without banner 15Positioning of motto without banner 16Typeface 17Imagery 18

CampaignsApplication examples 20

Contact

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IntroductionI amsterdam is the motto with which Amsterdam positions itself within the national and international markets.

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Introduction

Amsterdam Partners

Amsterdam Partners is a public-private foundation established in March 2004, responsible for the marketing of the Amsterdam Metropolitan Area.

The starting point for the new marketing strategy for the Amsterdam Metropolitan Area was its position in the world. Amsterdam has always scored well in various city ratings, but its status has come under threat. It was decided to make unambiguous marketing of the city a priority to ensure Amsterdam retains a prominent position globally.

I amsterdam is the motto with which Amsterdam positions itself within the international market. It is a registered trademark.

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Our mission

Introduction

Our mission is to promote the image of Amsterdam to national and international target audiences. Our target audiences are current and future visitors, residents and businesses.

The I amsterdam motto portrays the Amsterdam Metropolitan Area as a strong economic and cultural centre in Western Europe, as well as a significant centre for engineering and technology. We distinguish ourselves through our core values: creativity, innovation and commercial spirit.

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Introduction

Our core values

Our core values in this combination make up the unique, distinguishing features of the Amsterdam Metropolitan Area. They embody the character of the city and are linked to people, stories, events, occurrences and symbols via the I amsterdam motto.

The core values are based on a number of strong characteristics that are unique to Amsterdam. There are many examples from our rich history that illustrate these characteristics effectively. For example, the invention of shares, the establishment of the world’s first stock exchange, and icons such as Rembrandt and Van Gogh.

By linking the core values to images, stories, events and people, the concepts of creativity, innovation and commercial spirit come to life: they take on an emotional charge. Thus, the core values become transferable and their many expressions make it possible to firmly place the city of Amsterdam in the context of the world.

Creativityoriginal and surprising

Innovationcutting-edge and trendsetting

Commercial spiritactive and resourceful

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Introduction

I amsterdam manifesto

I amsterdam is a motto that creates a city brand. Now, more than ever, there is fierce competition for cities to be top-of-mind when it comes to being a destination for tourism, business and culture. Cities have become brands who market their assets and propositions to a wide variety of target groups. At stake are the overall growth and prosperity of a particular city. ‘I amsterdam’ is the slogan for Amsterdam’s continuing progress and promise.

I amsterdam is the motto for the people of Amsterdam and the Amsterdam area. ‘I amsterdam’ allows the people of Amsterdam to voice their pride and confidence while expressing support and love for their city. ‘I amsterdam’ can be used with great flexibility, but it must always come from the people of Amsterdam; this is the motto’s true power. The people who live here, the people who work here, the people who study here, the people who visit here and the people who come to Amsterdam seeking a better future are, in the end, the best examples for why Amsterdam is a city of choice.

I amsterdam should embody the spirit of Amsterdam, and therefore its use will create a city brand recognized the world over.

I amsterdamAmsterdam’s promise, diversity and wealth of opportunity make it an excellent choice for business, education, visiting and for living. Amsterdam’s rich heritage and culture, its spirit of commerce, its innovative infrastructure, its liveability and its creativity set it apart from other major European cities. It’s time for Amsterdam to speak out for itself and make its relevance known in a proud, supportive and positive manner.

Amsterdam has many advantages for business enterprises who make use of the excellent transport and distribution facilities offered by Amsterdam Airport Schiphol and the Port of Amsterdam. Amsterdam Airport Schiphol has been voted Europe’s number 1 airport for passenger services several times in the last decade. International businesses find Amsterdam as a logical and convenient location for head offices, business conferences and meetings. Amsterdam is a tech nerve centre and home to the AMS-IX (Amsterdam Internet Exchange), Europe’s largest Internet hub. Several companies base their European and Global headquarters in Amsterdam including: Heineken, Philips, ABN AMRO, ING, Mexx, Yamaha, Canon, Mitsubishi, Nike Europe, Cisco, Numico and TPG/TNT.

KesselsKramer developed the I amsterdam concept.© September 2004

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IntroductionI amsterdam manifesto

We are proud of AmsterdamFurthermore, Amsterdam’s creative, intellectual and cultural contributions are significant and respected. With some of Europe’s most important museums, including The Rijksmuseum and the Van Gogh, Amsterdam is a natural choice for inspiration. Amsterdam’s tolerance, multicultural neighborhoods and broad diversity provide a fertile environment for creative people. Amsterdam is also a leading centre for the study and development of life sciences with advanced research facilities and expertise. Fashion and industrial design have established Amsterdam as a creative city with a sense of humour and style.

Amsterdam’s creativity and innovation combine, of course, in its handling of water and existence below sea level. Every day is a powerful reminder of Amsterdam’s intelligent use of resources, engineering and technology to provide a beautiful and functional city surrounded by water. Very few cities in the world can mix such global, commercial competitiveness with a centre that is so livable, compact and accessible.

We are AmsterdamUltimately, Amsterdam’s strongest asset is its people: the people who live here, the people who work here, the people who study here and the people who visit here. The people of Amsterdam are Amsterdam. The diversity of Amsterdam’s business community, the differing backgrounds of its residents and the wide and innovative perspectives of its citizens are the lifeblood of our city. Therefore we, the people of Amsterdam, wish to speak for the city of Amsterdam. Amsterdam is our city, and it’s time for us to proudly voice our dedication and devotion toAmsterdam. Through our combined efforts, we can fully realize Amsterdam’s potential in the areas of commerce, innovation and creativity and express the many reasons why we choose Amsterdam: “I choose Amsterdam for business. I choose Amsterdam for education. I choose Amsterdam for inspiration. I choose Amsterdam as my home.

I amsterdamI amsterdam is the motto that creates the brand for the city and people of Amsterdam. In saying or expressing I amsterdam, we demonstrate a clear choice for the city of Amsterdam. I amsterdam shows our pride, our confidence and our dedication. I amsterdam is our personal endorsement for the city. Using I amsterdam, we can show clearly and proudly all the many benefits, opportunities and dimensions of exellence that make Amsterdam our city of choice.

I amsterdam.

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I amsterdam motto• I amsterdam shows a clear choice for Amsterdam • I amsterdam is a preference, a pride and a position in support of the

Amsterdam Metropolitan Area • I amsterdam is a movement, a spirit and an attitude • I amsterdam is individual support and love for the Amsterdam

Metropolitan Area • I amsterdam is a motto • I amsterdam is a conclusion• I amsterdam shows participation in the promise of Amsterdam • I amsterdam empowers the city and the people of Amsterdam to create

a city brand that will be recognised the world over• I amsterdam tells the human story of our city

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Brand manualI amsterdam motto

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Motto on red banner

I amsterdam is an answer, the conclusion of the message being communicated. By positioning the I amsterdam motto bottom right, the consumer has an opportunity to pause and to come to the conclusion: I amsterdam. The red banner provides a powerful foothold in any environment. It is the ‘crowning glory’ of the Amsterdam Metropolitan Area.

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2.2

Colour variations

The standard application is the black-and-white motto on the red banner.

For full-colour applications, the motto should always appear on this red banner.

The variation of the motto on a white banner is only applicable on red backgrounds. There is a choice of two greyscale variants for black-and-white applications.

Standard application: motto on red banner

Motto on white banner against a red background

Greyscale variant on black banner

Greyscale variant on grey banner

100 M + 100 YPMS 032 RGB 255 / 0 / 0

100 KPMS Process BlackRGB 0 / 0 / 0

50 KPMS Cool Gray 8RGB 156 / 156 / 156

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2.3

Positioning of motto on banner

The red banner with I amsterdam should always be positioned at the bottom of the marcom product. This reinforces the conclusion of the motto at the end of the message.

The I amsterdam motto should be positioned on the right side of the red banner.

The red banner should always run across the entire breadth of the product, bleeding to the left and right.

Justified right2/3 of banner height from cutting lines

Free space above and below bannerminimum 1/4 of banner height

www.iamsterdam.com

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2.4

Format

The I amsterdam motto has fixed dimensions relative to the width of the product. The height of the red banner is determined by the width of the product using a simple calculation.

For portrait formats:product width : 14 = banner height

For square formats:product width : 16 = banner height

For landscape formats:product width : 17.5 = banner height

This banner height (in millimetres) is also the scaling factor for the EPS files.

Portrait A-format Landscape A-format Screen format (4:3)

Distance from bottom edge:minimum 1 x banner height, maximum 3 x banner height

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2.5

Motto without banner

Only in a few cases may the I amsterdam motto be used without the banner. This is only permitted when I amsterdam is the unique sender, and only for a few specific applications. Do you wish to use the motto without the banner? Then please check with Amsterdam Partners for the guidelines.

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2.6

Colour variations for motto without banner

The motto on its own, without the banner, is used only for spatial applications, online banners and credits in films and advertisements.

Various colour and black-and-white variations are permissible, dependent on the context.

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2.7

Positioning of motto without banner

When used without the banner, it is preferable to centre the motto. The minimum left and right margins are the height of the letter ‘I’. The ‘m’ to the right of the motto is used as a reference point.

The motto without the banner is the most suitable variation for banners. For the screen, a minimum height of 20 pixels applies (height of capital).

Rightminimum margin

Leftminimum margin

Minimum 20 pixels

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2.8

Typeface

Avenir is the corporate typeface for I amsterdam. This clear, open typeface is well suited to our character.

Avenir comes in an extensive range of weights and styles. Two or three weights usually suffice. Cursive style is only used for accentuation in running script.

Avenir belongs to the Linotype Library and to Adobe Font Folio. It is available through the usual sales channels.

Avenir Light

Avenir Book

Avenir Roman

Avenir Medium

Avenir Heavy

Avenir Black

tertype Avenir

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2.9

Clear, adventurous and qualitative choices in photography should be used to represent the power of the Amsterdam Metropolitan Area. PhotographyWe use a documentary style of photography. Unstaged, in black-and-white or colour. A documentary style of photography means: showing who we are and for whom we work. Our photography should inspire, enthuse, invite, and give the viewer a sense of being right in the middle of the scene. We seek to portray reality as accurately as possible, spontaneous and unaffected, and preferably from an unexpected perspective.

IllustrationIn addition to photography, we also use clear, recognisable illustrations or illustrative elements. This creates strong visual imagery, characteristic of the Amsterdam Metropolitan Area. See chapter 3 for a number of examples.

Imagery

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fotografie kwaliteit verkoopt zich met kwaliteit

Ondersteunende beelden (belevingsbeelden) voor I amsterdam moeten inspireren, enthou -

siasmeren, uitnodigen en je het gevoel geven dat je je ertussen bevindt. Bovenstaande beelden

vieren de regio Amsterdam. Trots, zonder afstandelijk te zijn. Deze ‘echte’ beelden (niet geën-

sceneerd en niet bewerkt = diverse foto’s bewerken tot 1 beeld) dienen ter illustratie van de

kracht van de stad Amsterdam zoals je die kunt beleven als bezoeker, zowel privé als zakelijk.

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CampaignsMany events, festivals and happenings with an international flavour are communicated using the I amsterdam motto. Amsterdam Partners would be delighted to support your organisation in terms of marketing and PR, if this is in keeping with the Amsterdam Metropolitan Area’s marketing policy. Be inspired by the campaign examples on the following pages.

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Brand manualCampaigns

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Application examples

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Brand manualCampaignsApplication examples3.1

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CampaignsApplication examples

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Amsterdam PartnersDe Ruijterkade 5 / 4th Floor1013 AA Amsterdam

T +31 (0)20 530 5090F +31 (0)20 530 5099info@amsterdampartners.nlwww.amsterdampartners.nlwww.iamsterdam.com

This manual was compiled and produced by Edenspiekermann for Amsterdam Partners.© Amsterdam Partners 2009

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