The sign, a play on the phrase "I am Amsterdam", was originally intended as a symbol of inclusion. The I amsterdam letters are on the move!

For the past ten years tourists have jostled for space to take a selfie in front of the red and white ‘I Amsterdam’ letters in front of the Rijksmuseum.

The iconic 'I amsterdam' letters have been removed from the front of the Rijksmuseum in the Dutch capital. It's estimated 6,000 selfies were taken with the sign every day.

The Amsterdam board of tourism estimated that 6,000 people took pictures of the I Amsterdam sign per day. Despite the sign coming down in the city center, however, ...

Amsterdam's popular I Amsterdam sign has been removed by local authorities despite being popular with tourists (Moment RF) By. Julie Delahaye; 17:46, 4 Dec 2018 Updated 17:50, 4 Dec 2018; ...

The city of Amsterdam has removed one of their most popular attractions for selfie-snapping tourists, the "I Amsterdam" letters erected in the city's museum district, due to overcrowding.

The "I amsterdam" letters have been removed from outside the Rijksmuseum in the Dutch capital, after they were accused of promoting mass tourism.