Capital adopts new motto: I amsterdam

6th August 2004, Comments 0 comments

6 August 2004, AMSTERDAM — The Dutch capital adopted a new trademarked motto Friday to boost its international profile. I amsterdam, with the 'I am' in red and the rest in black, is intended to highlight the city's "promise, diversity and wealth of opportunity" — and above all, its people.

6 August 2004

AMSTERDAM — The Dutch capital adopted a new trademarked motto Friday to boost its international profile.  I amsterdam, with the 'I am' in red and the rest in black, is intended to highlight the city's "promise, diversity and wealth of opportunity" — and above all, its people.

In a statement on its website, the city council said the English-language motto was the cornerstone of the marketing plan developed for Amsterdam over the last 12 months.

Amsterdam's new marketing motto
is designed to put the city on the map.

The motto will be used by all Amsterdam partners, the city council said, including the Amsterdam Tourist and Convention Board and Schiphol (airport) Area Development Company alongside their own house style.

News of the English-language motto had yet to be posted on the homepage of the English part of the city's Amsterdam.nl website by 4pm on Friday.

However, the Dutch statement on the site included a link to an English "manifest".

"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," it said in the manifesto.

Under the subheading "we are proud of Amsterdam", the document continues: "With some of Europe’s most important museums including The Rijksmuseum and The Vincent van Gogh, Amsterdam is a natural choice for inspiration. Amsterdam’s tolerance, multicultural neighbourhoods and broad diversity provide a fertile environment for creative people."

The next section is headed "we are amsterdam" and says "Ultimately, 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 document ends on "I 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 our city."

Amsterdam crest of arms shows two lions holding up a shield featuring three crosses. The motto underneath is 'Heldhaftig, Vastberaden, Barmhartig' (Heroic, Determined, Merciful).

The late Queen Wilhelmina granted the city the right to use this motto in 1947 in recognition of the behaviour of Amsterdam's population during the German occupation in the Second World War.

[Copyright Expatica News 2004]

Subject: Dutch news, Amsterdam, city motto

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