In the case of I amsterdam the following happened:

In an attempt to improve Amsterdam’s international allure, and climb within the ranks of world cities, the city council hired the prestigious advertising agency KesselsKramer.

The new logo KesselKramer had designed for Amsterdam was proudly presented in the summer of 2004, I amsterdam would be the city’s new reputed slogan.

To Vanessa van Dam’s surprise, the ‘new’ logo was almost an exact copy of her design she had made two years previously…..