from the people; this is the slogans true power. The people who live here, the people who work here, the people who study here, the people who visit here and the people who come to Amsterdam seeking a better future are, in the end, the best evidence for why Amsterdam is a city of choice. I amsterdam should embody the spirit of Amsterdam, and therefore its use will create a city brand recognized the world over. Many organisations, institutions, companies and events will be able to benefit from the new brand, however not in an unre- stricted manner and and not in any form desired. Brand usage will be coordinated under the supervision of Amsterdam Part- ners. Especially in the beginning, when the brand is still vul- nerable, Amsterdam Partners will carefully consider how it is used, by whom, for what etc. From the brand manual The way in which the slogan should be used has been described in the manual by Kessels Kramer. The manual specifically limits usage. This document contains the following parts: I amsterdam conclusion form I amsterdam applied form I amsterdam mission statement I amsterdam slogan & proportions I amsterdam font + colour specifications I amsterdam pure form I amsterdam forward I amsterdam downloads I amsterdam legal guidelines. A number of forms as to usage of I amsterdam are described and illustrated. I amsterdam in combination with photography is the basis for the I amsterdam campaign. Here I amsterdam shows the human face and the human