This essay aims to investigate the development of Rotterdam’s urban identity. It is a case study, with a theoretical reflection on the concept of urban identity. Rotterdam is a post-industrial port city in a process of physical, social and economic transformations. A narrative is developed on urban identity along the frame of a research on Rotterdam’s identity 15 years ago that identified aspects of what was “typical Rotterdam”. It is clarified that Rotterdam’s identity is changing. The physical reconstruction period is finished, the port facilities have moved to the shore and a much more diverse population and culture, are factors influencing Rotterdam’s identity. And values, such as the feminization of society, start to play a role. The conclusion is that Rotterdam’s identity becomes more hybrid.