De Hallen Amsterdam gets a new face.

Six months ago, we were asked to give De Hallen a fresh, contemporary look. But with respect for the past. Because De Hallen isn't just a building; it's a living heritage. A former tram depot that has grown into a cultural hub where more than three million people a year come together. From movies to food trucks, from vocational training courses to exhibitions. It is a place that lives, breathes and connects.

‍The concept: De Hallen brings people together ‍

The hook for the concept was actually right in front of us. Literally. De Hallen used to be where all the city's trams came together to be maintained. They came from North, East, South and West, and left — refreshed and well — back into the city. That image has stuck. Because even today, people come together here. Young, old, local resident, tourist, artist, entrepreneur.

That idea — that De Hallen, just like before, is a place of connection — became the starting point.
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“I was looking for an agency that understands what's going on right now. Fresh, innovative and simply delicious in Amsterdam. That clicked immediately with ODB, it was exactly the energy that suits De Hallen.”
— Sophie Coorens, Marketing & Communication at De Hallen Amsterdam

From trams to colors

As we delved further into the history of the Amsterdam trams, we discovered something special: each tram line has its own color and symbol. Simple, recognisable, inclusive. Designed for children and people who are less able to read. That idea — that each individual has his or her own color and that all those colors come together at De Hallen — hit exactly where we wanted to go. One visual language, with countless accents.

A logo with history

The logo was also given a new shape. Inspired by the architecture of the tram depot, with subtle references to the entrance, rails and hall. Timeless, but not stiff. Contemporary, but not trend-sensitive. Accessible and recognisable for everyone.

We experimented with shapes, colors and compositions, and tested again and again whether it worked. Visually, but also in terms of content. Because every detail had to be right.

“We didn't have to look far for the concept. The building itself gave us the story. De Hallen as a former tram depot became our hook — from there, everything fell into place.”
‍— Robin Kamping, Design Lead at ODB

From mock-ups to walls

We've put a lot of time into designing a system that is scalable and works intuitively. Social media templates are ready to go, the new website is on the way and the signage in the building itself will soon follow. That also requires the necessary attention — after all, De Hallen is a national monument, so even the use of color requires care there.

But the best part is this: that this new identity not only shows what De Hallen is, but also what it stands for. Connection. Accessibility.

Living Heritage. In color, in shape, in touch.

We are proud of this collaboration. And just as curious about what's to come.

Because now it's really starting.