These large letters are so much fun to climb on, and watch others climb on just for pictures. The city has a total of three of these huge signs, one at the airport, one behind Rijksmuseum, and the third is moved around so you will have to search for this sign. But, this a fun way to capture your time here in the city! Each of these letters stands more than 6 feet tall and about 77 feet wide. What began as a way to promote organizations, became a way of visitors and locals alike. These letters are “an introduction, a slogan, a statement of inclusion and a physical icon – I Amsterdam is the city’s and its residents’ collective catch phrase.”