XXX: The Symbol of Amsterdam

No, we’re not starting with the X-rated entertainment linked to the Red Light District. Instead, let’s explore the three crosses that appear everywhere in Amsterdam — on buildings, flags, poles, manholes, and souvenirs.

You might know that the XXX symbol is part of Amsterdam’s coat of arms. But what does it mean? It represents three vertical St. Andrew’s Crosses, named after the apostle who was crucified on an X-shaped cross in the 1st century AD.

There is no exact explanation for the crosses’ meaning in Amsterdam. One theory suggests they originate from the Persian crusader family that owned much of the city’s land. Another links St. Andrew, a fisherman, to Amsterdam’s roots as a fishing town, where fishermen sailed under the XXX flag. Some believe the crosses represent the three major threats of the medieval city: floods, fire, and the black plague.

Today, these white crosses appear on a black band in the middle of a red shield. This design is the flag of Amsterdam and part of the coat of arms. The shield is decorated with the Imperial Crown of Austria and two golden lions. Below, the city motto reads: “Heroic, Resolute, and Merciful.” Some jokingly say it should read: “Stubborn, Defiant, and Extremely Tolerant.”

Have you picked up a few souvenirs with the XXX symbol yet?

Why Everything in Amsterdam is Orange

You may notice that the Dutch love orange. It’s everywhere — not the fruit, but the bright color sold at markets and souvenir shops. On King’s Day or during football championships, the city turns completely orange.

Why orange? The color comes from the Dutch Royal Family. They descend from the House of Oranje-Nassau. The current king, Willem-Alexander, traces his lineage to William of Orange (Willem van Oranje). The national football team is called Oranje, and most Dutch sports teams wear orange uniforms. The color unites the nation and has become a symbol of Amsterdam.

I AMsterdam: The Famous City Letters

Can you really say you’ve visited Amsterdam without a photo with the I AMSTERDAM letters? This symbol has become part of the city’s branding. It started as a marketing campaign but became one of the most photographed landmarks in Amsterdam.

The letters stand near the Rijksmuseum. Tourists climb them and take photos. To avoid crowds, visit late in the evening — you’ll be surprised how empty it gets.

You can also see the letters at festivals, fairs, fashion shows, and special events. Sometimes they appear in rainbow colors, celebrating love, freedom, and diversity.

Until 7 August, the travelling letters are near the Amstel River, in front of the Hermitage, during the Canal Parade. For a unique photo, sit on the red I AMSTERDAM mosaic sofa outside City Hall at Amstel 1. You can also spot the symbol at Amsterdam Airport Schiphol before leaving the city.

Stay at Teleport Hotel

When visiting Amsterdam, consider staying at Teleport Hotel, a comfortable and convenient base. It’s located close to major attractions, restaurants, and canals. After a day of sightseeing, you can relax in your room or order food directly to your door from nearby restaurants. The friendly staff is happy to provide tips about the city and help you plan your day. From here, you’re never far from the iconic sights, local gems, and even hidden corners of Amsterdam.