SLAA Identity

SLAA (the foundation for literary activities in Amsterdam) asked us to design their new identity. The literal meaning of the word literature is ‘acquaintance with letters’. That became our focus point; ‘How can SLAA acquaint the public with letters?’ This identity is based on the art of Dada; the art form that has no equal in combining literature and visual arts. Enjoy the result.


Dog and Pony Amsterdam believes the foundations of design are rooted in strong ideas. Our team stands for craftsmanship, contemporary and distinctive design. We create media-defined solutions that have won awards at national and international level.

We work for clients including The Royal Concertgebouw, NPO3, Achtung, Lebowski Publishers and Grove Atlantic.
If you'd like to find out more about what we do, we'd be happy to invite you for a chat.