'I amsterdam' sign returns with a powerful new message

I amazonia sign
(Image credit: Greenpeace)

The giant red and white letters of the 'I amsterdam' sign were a popular tourist destination in the Dutch capital, but they were controversially removed by disgruntled city officials in December 2018. However, the sign recently returned with a new message to help save something else that's vanishing, the Amazon rainforest.

If you visited Amsterdam before the removal of I amsterdam, you probably snapped a photo with the distinctive letters that were installed in front of the Rijksmuseum. The sign had become such a go-to selfie spot that selfie numbers probably rivalled those outside some of the world's famous buildings.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.