The Meaning of XXX

XXX is the symbol for the City of Amsterdam. Where does it come from?

Oct 12, 2026

In his 2015 TED Talk design journalist Roman Mars described Amsterdam’s city flag as being the most “badass” in the world because of its simplicity and popular appeal.

The flag was officially adopted in 1975 and the XXX that it features can be seen everywhere in Amsterdam: on the flags, on the coat of arms, on municipal buildings, on rubbish bins, on drain covers, on any manner of souvenir – and on the ubiquitous bollards designed to keep cars off the footpaths (Amsterdamertjes or Little Amsterdammers) … not to mention on the many Amsterdammers who have had that “XXX” tattooed into their skin, somewhere discreet – or sometimes indiscreet.

City of Amsterdam coat of arms: *“Heldhaftig, Vastberaden, Barmhartig”* Valiant, Steadfast, Compassionate”

So, where does the XXX come from?

There are a number of theories, both historical and popular:

X: The crosses reference St Andrew, who was martyred in the 1st century CE and crucified on an X shaped cross. So called St Andrew’s Crosses have appeared on Amsterdam’s coat of arms since 1505.
X: The diagonal cross “saltires” represent the three disasters that beset ancient Amsterdam: floods generally, the Great Fire (1452) and the Black Death (1663–1669). The symbol is there to ward off future threats. But note … this theory has been debunked as the uses of St Andrew’s Crosses by noble families in the area predate the Black Death.
X: The crosses represent the three places where it was possible to cross the River Amstel, denoted by the black stripe background to the crosses on the flag.
X: They represent Amsterdam’s seXXX industry. Given the first thing tourists see when they disembark at Central Station is one sex shop after another, it’s no wonder that would be the presumption by visitors to the city.
X: They reference the coat of arms of the Persijn family, one of the oldest noble families in the region and owners of large tracts of land in the capital. The knight Jan Persijn was “Lord” of Amsterdam from 1280 to 1282. His family’s shield featured St Andrew’s Crosses.
X: Finally, Amsterdammer Ed van Gelderen (featured here with his XXX tattoo) reckons that the XXX references the three monks who blessed the River Amstel dam from which Amsterdam derived its name.