ON A DAILY BASIS creates a modular identity from Amsterdam’s tram system

In Amsterdam’s Oud-West district, you’ll find a 1905 tram depot that’s been transformed into De Hallen – a cultural crossroads that now welcomes over three million visitors annually. Housing everything from the Foodhallen to contemporary art galleries, this historic venue needed an identity that could unite its diverse offerings whilst celebrating its heritage. Amsterdam-based agency ON A DAILY BASIS discovered the solution hidden within the city’s own transport system. “The core of the briefing was to strengthen the idea of connection: between cultures, tourists and local communities, and the wide variety of initiatives housed within De Hallen,” explains Maikel Botterman, Creative Director at ON A DAILY BASIS. “This is not a mono-functional venue, but a vibrant, layered environment where creativity, craftsmanship, culture and hospitality come together. The brand identity had to express that energy visually.” The breakthrough came through an unexpected discovery about Amsterdam’s tram network. Design Lead Robin Kamping reveals how the team uncovered a key insight during their research: “Our discovery was almost accidental, something we had never noticed despite living in Amsterdam for years. During early research, we realised that each tram line in the city has its own unique symbol: a specific shape and colour combination.” This visual language, originally designed for accessibility – ensuring children and those with reading difficulties could navigate using shape and colour rather than numbers alone – became the conceptual foundation for De Hallen’s identity.