On December 3, 2018, the logo characters have been removed from Museumplein.

The Amsterdam Tourist Board invented the IAMsterdam marketing campaign, to advertize Amsterdam as a travel and conference destination. The logo was placed in huge letters on Museumplein, next to the Rijksmuseum.
Tourists turned out to be fond of the logo. You can sit and climb on it, and it is now one of the most photographed landmarks of Amsterdam.