Various organizations in the field of social care and childcare in Amsterdam had to look for a new name due to a merger. Today, IJsterk has become an integral part of Amsterdam's streets. IJsterk, chosen because of the location of the organizations around the IJ, inspired the designers of Rebrandt® to also use the IJ to spread the caring story of the organization. The letters IJ, pronouncing in English as I, is a common lettercombination, exclusively in Dutch. The logo based on this lettercombinatie IJ represents the diversity and multi-colouredness of Amsterdam, but also depicts the connection and — if you look closely — you may also recognize the baby on the lap.