In 2004, a capital red letter I and lowercase word am, together with the white letters sterdam were erected in Museum Square (Museumplein). The 550 pound, 6.5 foot tall sign began as a marketing campaign for the city. It soon reached iconic proportions. Every day, thousands of tourists climbed on top or posed alongside for a photographic memento of their trip. Frustrated by the lack of crowd control, the city council voted to remove the famous sign at the end of 2018. If you are disappointed, you can still find a facsimile of the sign at the Arrivals 1 door of Schiphol Airport and Sloterplas Lake in Amsterdam West.