How do you make it clear to international returning visitors that the Amsterdam metropolitan area has more to offer than just the city of Amsterdam?


We have given each of the 16 most distinctive destinations in the Amsterdam metropolitan area a new name and a specific icon. Together, these icons form a new map that shows in one glance what the area has to offer in the way of activities and attractions. The concept was further elaborated with various means of communication such as a pocket-sized map, a brochure, billboards, icons for signposting and the well-known brown and white area signs.


After having run for a period of four years, the project has been extended for another four years as more and more municipalities are eager to participate in this joint marketing effort. A unique example of joint regional branding.

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