There is a documentary about the housestyle of the reopened Stedelijk Museum. A soap opera! Very important designers come along with triple-blown proposals and the accompanying stories. Endless pawning follows, until Linda van Deursen puts an end to it with one single blow: with this logo. It is not chic, not slick, not kitsch and not a tourism agency pleaser. It fits in a cheeky, robust visual style that is recognizable and usable for others (Grrr design agency just made a quirky new website with it). You only dare to present such a logo if you know exactly how much middle finger the Amsterdam art clique needs.