I Amsterdam Sign

The I Amsterdam Sign is a widely recognized symbol of the Dutch capital city of Amsterdam. It is located near the entrance to Museumplein near the Rijksmuseum. The sign was created by the I Amsterdam Marketing Company in 2004, to promote the city and attract more visitors. It consists of the white letters: I Amsterdam, on a reddish background. The sign stands nearly four meters tall, and visitors are encouraged to take pictures in front of it. The sign is now found in various locations in Amsterdam, and is a popular tourist attraction.