ZUIDAS BACKS DIVERSITY
Working Towards the Future
Real Property and Physical Planning
Chapter Part
III
Sector
ZUIDAS AMSTERDAM
Julius van der Woude, Design Director, Total Identity Saskia Dijkstra, Senior Consultant, Total Identity
The Zuidas area can turn Amsterdam into a top international economic location. It also has a housing function and the creation of a living environment that is appealing to the international Amsterdammer. The ambitions for Zuidas Amsterdam are therefore great; a top location that makes an important contribution to the image of Amsterdam as an international economic, cultural, and tourist centre. With a mixture of high-quality activity, urban housing and public amenities that creates a multiform and international atmosphere. And all this has to be combined in one logo.
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The analysis forming the basis of the new design of the signposting for the area showed that the existing logo was not in line with the underlying ambition. The logo evoked primarily associations with tourism, which is at most only a partial aspect. The lettering (like Rembrandt’s
handwriting) was also not seen as distinctive, even if it was recognised. The provocative can be recognised in the mercantile spirit of Amsterdam, but situated in our time and in its diversity, in the many roles that Zuidas Amsterdam has for many players and other individuals. Zuidas Amsterdam comprises several areas, each with its own atmosphere and users. Through the radiation of an urban dynamic with the appropriate allure from within a coordinated position, an awareness comes about that the strength of Zuidas Amsterdam lies precisely in its diversity. This diversity is the DNA of the area, translated into various functions—a DNA structure where there is no functional hierarchy. Each entity or function is equally important and determinative of the individual’s perception of Zuidas Amsterdam, whether it concerns living, working, or recreation. This DNA concept is the basis for the design of the logo.
The notion of the DNA makes the logo interesting and unique and expresses the ambition for the area. Each building has its own code, which is created by colour and size and with which a specific pattern arises that is unique to each area. The map describes the different functions of the buildings without being intrusive. The string of DNA for Zuidas Amsterdam is created by positioning the individual buildings on a horizontal axis. The images shown are from a study.