In this episode of Beautiful Legacy, we look at I amsterdam - the city identity created in 2004 by Amsterdam Partners with KesselsKramer.

More than a logo, I amsterdam became a sentence, a civic invitation, and eventually a public object. Its famous red and white letters at Museumplein turned city branding into a ritual: something people could touch, climb, photograph, and share.

But its success also became its complication. As Amsterdam faced the pressures of mass tourism and overcrowding, the logo that once represented openness and belonging started to symbolise the city’s transformation into a backdrop.

This is the story of a city brand that became part of urban life - and a reminder that design does not only shape image. It shapes behaviour, movement, attention, and responsibility.