AMS–Living Crest is an editorial zine exploring the values embedded in the Coat of Arms of Amsterdam. The project translates these historical ideals into a contemporary visual narrative by connecting the symbolism of the crest with the life and work of Dutch artists throughout history. The goal was to create a publication that feels both historical and topical, using graphic design to make cultural values feel active.

One challenge was balancing historical content with a modern editorial aesthetic. The project required presenting historical information while maintaining a clear, visually engaging layout. Another challenge was creating cohesion between different visual elements such as imagery, typography, and the different aesthetics between the artists.

The visual system was built around the crest’s symbolic elements and the strong graphic language of the city’s identity. A limited palette of red, black, and white was chosen to reflect Amsterdam’s flag while creating bold contrast across spreads. Archival illustrations and photographs were layered with modern typography and large graphic forms, including the three X’s from the Amsterdam emblem, to visually tie the publication together.

The publication highlights how Amsterdam’s civic values appear not only in its symbols but in the actions of individuals like the artists mentioned in the zine. By combining archival material with strong graphic structure, the zine creates a clear and compelling narrative that connects cultural history, design, and personal resistance into a cohesive visual story.