The I amsterdam sign was developed in 2005 and placed on the Museum square in Amsterdam in front of the famous Rijksmuseum. The idea was that many people could identify with Amsterdam, both locals and tourists. However, the sign quickly became a tourist attraction, and a popular place to take selfies. This happened in a time when Amsterdam was already struggling with the amount of tourists. Also the location of the sign on the museum square, was contested, and there were voices from within the city that the wording was too individualistic and did not contribute to unity. Therefore, the sign was removed from the museum square and moved to different places in the city, such as Schiphol Airport.