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AMSTERDAM TANNING & CAFE – IDENTITY
 
Amsterdam Tanning & Cafe is a spot with a double aim: guests have the option of using tanning beds, while they can also meet up with friends next to a nice cup of coffee or a fresh, healthy meal.
 
It was important for the logo to be useable across a wide range of platforms, as 'Amsterdam' will not only be the name of the tanning salon and cafe, but also of healthy food and drink products.
 
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THE LOGO
 
The coat of arms of Amsterdam city contains three silver Saint Andrew's Crosses. I wanted to keep a reference to this number, which is why the name 'Amsterdam' is written in a 3-by-3 grid.
 
The logo has further alternatives (landscape, with and without 'Tanning & Cafe'), but an additional symbol (bringing in the cross) was also developed to be used as a complimentary design element.
 
 
 
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BRANCHES
 
The different branches of the 'Amsterdam' brand are signified by different patterns. Each pattern is conceptually connected to the specific branch it symbolizes.
SUN
CAFE
ORGANIC
SPORT
TO GO
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STATIONERY



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INTERIOR RENDERINGS
 
Used with kind permission from Amsterdam Tanning & Cafe.
All images ©Amsterdam Tanning & Cafe.



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PICTOGRAMS
 
Some Amsterdam-related pictograms were designed additionally to complement the identity.
 
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