City Identity

Like teenagers, some cities struggle with their identities. When I visited Rotterdam, Utrecht, Brussels, and Almere during my time in the Netherlands, none had quite the clear identity as the one and only: Amsterdam. Quite honestly, I attribute a majority of the credit to Amsterdam’s flag. The flag is two red horizontal stripes with a middle black stripe with three white X’s (or crosses as the Dutch would call them). There is much speculation on the origin of the design, but a popular belief is that the flag became a warning to those entering Amsterdam of its three dangers (the water , fire, and the plague). Now the X X X flag can stand for another three things that the city is known for around the world. Regardless of their meaning, the flag is excellent branding. The X X X is seen everywhere in the city, from drainage markers to the city’s crest. Wherever you are in Amsterdam you can see its symbol. I find that this has contributed to Amsterdam’s palpable identity, along with its concentric canals, identifiable architecture, and coffeeshops. And identity is a good thing! It inspires innovation, gives residents a sense of pride, and creates community. I wonder how cities such as LA could work to brand themselves better. For example, everyone in the world thinks the Hollywood sign when they think LA, but how does this is inspire community with the millions of people who live in less touristic areas. Does LA even have a flag? Or could anyone even recognize it? Things to think about…