Amsterdam Premium Lager

Creating a Logo that could stand on its own

The existing identity relied heavily on Amsterdam's iconic St. Andrew's crosses. While distinctive, they had become the dominant feature of the brand, often attracting more attention than the name itself.

The logo also struggled to perform independently across modern applications, while the extended name Amsterdam Dutch Premium Lager created unnecessary complexity and reduced memorability.

Our objective was not to redesign the crosses. It was to build a stronger brand around its most valuable asset: Amsterdam itself.

We simplified the name to Amsterdam Premium Lager and developed a new identity centred around a more confident and distinctive wordmark. The St. Andrew's crosses remained an important part of the visual language, but were repositioned as supporting brand assets rather than the logo itself.

A key part of the redesign was the refinement of the wordmark. By visually connecting the opening letters (AM) and the closing letters of Amsterdam, we created a more ownable silhouette while subtly reducing the perceived length of the name. The result is a wordmark that feels more compact, recognisable and memorable at a glance.

This approach also created a stronger brand architecture. The first three letters, AMS, can now function as a standalone brand shorthand across packaging, merchandise and communications without losing the connection to the master brand. Recognition no longer depends on a single symbol. The wordmark itself has become a distinctive brand asset.

The result is a cleaner, more flexible identity with stronger shelf presence, greater international relevance and a clearer focus on the brand itself.