City of Amsterdam brand guidelines
Stijlweb is the City of Amsterdam's brand style portal, documenting logo variants, typography rules, icon specifications, and media standards.
Homepage of Stijlweb showing the main navigation categories: Over het merk, Uitgangspunten, Middelen, and Taalbeleid.
Logo guidelines page showing proportional grid rules, variants table, and district options for the municipal mark.
Guidance on business application icons detailing grid proportions, typography rules, and asset download links.
Iconography page outlining characteristics for pictograms, style icons, and web icons linked to the Design System.
Social media standards page detailing seven rules including avatars, typography, color, and compulsory subtitles.
Typography page presenting the Amsterdam Sans font family across seven styles and media-specific accordions.
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I like how Stijlweb approaches municipal design with sheer practicality. The portal organizes guidelines into four clear pillars on the homepage: Over het merk, Uitgangspunten, Middelen, and Taalbeleid. Exploring the typography section, I found Amsterdam Sans presented across seven specific styles, ranging from Light to Sans Black, complete with a request button and dedicated accordions for print, online, and facade lettering. The municipal logo page is equally methodical, laying out a numbered matrix matching specific variants to applications like clothing, stationery, and video, alongside construction grids based on the St. Andrew's cross.
At a glance
- Sections
- Over het merk · Uitgangspunten · Middelen · Taalbeleid · Alle onderwerpen
- Downloads
- AI, SVG
- Tone
- Structured and practical civic identity portal with detailed application rules.
What I noticed
- The homepage categorizes municipal guidelines into four primary columns: Over het merk, Uitgangspunten, Middelen, and Taalbeleid.12345
- The logo page provides a numbered table matching logo variants to specific use cases such as websites, clothing, stationery, banners, and video.6
- The typography documentation showcases seven styles of the Amsterdam Sans font family: Light, Regular, Regular Italic, Bold, Bold Italic, Extra bold, and Sans Black.7
- Business application icons are specified on a 1024 by 1024 pixel canvas featuring a 256-pixel wide white bar with three red crosses.89
Numbers refer to the screenshots above.
What I could not see
- Several captured subpages returned Cloudflare error screens, preventing inspection of their live full-page layout and full text content.
- The internal contents of the accordion elements on the typography and logo pages were collapsed and could not be read.
Ideas to borrow
- A numbered reference table mapping specific logo lockups directly to approved media types helps reduce misuse across varied departments.6
Quick answers
Where can the municipal logo set be downloaded?
The logo page provides a direct download button labeled 'Logoset gemeente Amsterdam' along with legal trademark guidance.1011
What is the primary corporate typeface for the City of Amsterdam?
Amsterdam Sans is the primary typeface, displayed in seven styles with an application button to request the font.1213714
Where are web icons sourced?
Approved web icons are inspired by Amsterdam Sans and can be downloaded as SVG files through the municipality's Design System.15
Reviewed on 26 September 2026. Request a correction · I built this
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