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