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Formerly the Amsterdam Historical Museum, Amsterdam Museum was positioned as the cultural heart of Amsterdam’s stories and ongoing journey. The logo depicts a heartbeat of the city and coming together as an international, diverse community. The seemingly simple mark features ‘Amsterdam’ positioned at the arc and angle of the 3 central canals where the city radiates out from. ‘Museum’ completes the circle in a serendipitously effortless way. I’m proud to be a part of this creative process working with some of the most brilliant people in the creative and cultural industry. As a Singaporean die-hard fan of Dutch design, it’s an honour for my team’s work to be a part of my European home’s cultural history.
The retired Northwest Airlines logo by Landor Associates, it’s a brilliant piece of design where all creative stars align as you can read it so many ways. The logo is both an ‘N’ and a ‘W’ on a circle representing the globe. The triangle sits beautifully on the circle becoming a needle pointing northwest in a ‘compass’. I wish I’d designed it for the American air carrier!