XXX in Amsterdam
This mini-publication serves as a documentation of the two distinct brand identities that mark the city of Amsterdam. One of these is the official identity, which was designed by Kesselskramer. The other, an unofficial mark, is the 'XXX' symbol, which is widely adopted by locals but often goes unnoticed by visitors. Through my research on these two identities, I was able to gain valuable insights that informed my Master of Design Thesis.
In my thesis, I explored the ways in which city branding can represent the plurality and complexity of cities and their residents. By examining the official and unofficial brand identities of Amsterdam, I was able to understand how multiple identities can exist within a single city and how they can be expressed through branding.
AWARDS & RECOGNITION
★ Gillespie Design Research Grant
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Publication Design
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2019; 2 months
Through this research, I gained a deeper appreciation for the role of branding in shaping the identity of a city and its inhabitants.
By acknowledging and representing the diverse identities that exist within a city, we can create more inclusive and representative branding that truly reflects the character of a place and its people.
Related projects
Publication design for ATMA house, a modern building designed by Le Corbusier
Repurposing campus waste into sustainable stationery with The Stationery Project