De Hallen Amsterdam gets a new face.

Half a year ago we got the request to give De Hallen a fresh, contemporary look. But with respect for the past. Because De Hallen isn't just any building; it's living heritage. A former tram depot that's grown into a cultural hub where more than three million people come together every year. From films to food trucks, from vocational training to exhibitions. It's 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 the place where all the trams from the city came together to be maintained. They came from North, East, South and West, and left – freshly serviced – back into the city. That image stayed with us. Because today, people still come together here too. Young, old, local residents, tourists, artists, entrepreneurs.

That thought – 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 happening now. Fresh, innovative and just nicely Amsterdam. That clicked immediately with ODB, it was exactly the energy that suits De Hallen."
– Sophie Coorens, Marketing & Communications at De Hallen Amsterdam

From trams to colours

When we dove deeper into the history of Amsterdam's trams, we discovered something special: every tram line has its own colour and symbol. Simple, recognisable, inclusive. Meant for children and people who can't read as easily. That idea – that every individual has their own colour and that all those colours come together at De Hallen – landed exactly where we wanted to go. One visual language, with countless accents.

A logo with history

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

We experimented with shapes, colours and compositions, and tested over and over whether it worked. Visually, but also in substance. 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 put a lot of time into designing a system that's scalable and works intuitively. Templates for social media are ready to go, the new website is on its way and later the signage in the building itself will follow. That also requires the necessary attention – De Hallen is a national monument, so even colour use calls for care there.

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

Living heritage. In colour, in form, in feeling.

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

Because now it really begins.