The Loft, located at the peak of the A’Dam Tower on the 16th floor, presents a space that encourages freedom of expression, individuality, and togetherness - the perfect place for those seeking to escape reality and connect in a vibrant space through the love of house music.
The inspiration for this project came from my first visit to Amsterdam back in January 2025. Upon gazing at the A’Dam Tower, one of the city's most-recognisable spots, immediately I was drawn to the infamous large windows that take centre stage in the sky - the home of ‘The Loft’.
With these distinct characteristics that give the club its originality, I produced an identity to match this - bringing together the iconic features that represent the space at its core in one visual. To finish, the logo was paired with the colour orange to represent energy, happiness and expression - all of which aligns to the core values of The venue.
Disclaimer: This is a non-commercial, fan-made passion project created by Josh Taylor. It was produced solely for personal portfolio use and as a demonstration of creative skills. This is unofficial and is not affiliated or endorsed by the brands featured.
Inspiration, current and idea concept
Logo concept - Experimentation with visuals
Final logo concept
