I AMSTERDAM

Amsterdam is home to one of the most famous pieces of sculpture consisting of typography that has reassured the city as the culture capital around the word.  

Located at the back of the Rijks Museum, the large I amsterdam slogan quickly became a city icon and am much sought after photo opportunity. The I amsterdam sculpture dominates the city in terms of the most popular outdoor art attraction. It has now become a viral image that the majority of the population would have stumbled across whilst surfing the web.

What makes it so popular must be down to the design of the type used in the sculpture.
The type is honest and playful. Copious amounts of people clamber up and across the letters as if it were a play area. The bold Red colour against the white gives off a certain minimalistic look yet the idea of simply having the letters I, a and m makes the viewer read I am sterdam. This brings about a sense of individuality.