Amsterdam Dance Event

During my internship at Maslow I was designing assets for Amsterdam Dance Event when to my frustration the existing monogram, a small lowercase ‘ade’ kept getting lost in everything around it. It needed an anchor. Something that could hold its own at any scale.

I proposed a label. A simple yellow container with rules where it should go exactly. My supervisor Alex gave it a small tweak and the square as we know it was born!

It's now one of Amsterdam's most recognisable visual icons. And every October the whole of Amsterdam turns yellow, I still glow with pride.