AMF

Since 2013, AMF has been the biggest night of Amsterdam Dance Event, filling the Johan Cruijff Arena with names like Martin Garrix, Hardwell and Afrojack. The sound has always been EDM, but the crowd is changing, with harder and groovier styles from artists like KI/KI, Sara Landry and Marlon Hoffstadt now part of the night. AMF asked us to rebrand so the identity could welcome that new audience without losing the one it already had.

The brief was to keep what AMF stands for. So we built the identity around the one thing that will never change: Amsterdam. A deep red, the city's three crosses at the centre and a custom wordmark give the world's largest nightclub a more modern, forward-thinking look, rooted in its home city.

The new identity landed with both audiences. In its second edition since the rebrand, AMF sold out all 40,000 tickets, for only the second time in its history.

Year: 2025 Branding: By SOLO Photos: Brada Media