42 Years Total by Total Identity

The Netherlands www.totalidentity.com info@totalidentity.nl TOTAL IDENTITY Amsterdam PO Box 12480 1100 AL Amsterdam ZO Paalbergweg 42 1105 BV Amsterdam ZO Telephone +31 20 750 95 00 Telefax +31 20 750 95 01

Rotterdam PO Box 1500 3000 BM Rotterdam Weena-Zuid 114 3012 NC Rotterdam Telephone +31 10 206 54 54 Telefax +31 10 206 54 50 Heerlen PO Box 6039 6401 SB Heerlen Marconistraat 13 6372 PN Landgraaf Telephone +31 45 531 90 90 Telefax +31 45 533 03 03 ZAPPWERK Creative Web Development PO Box 3363 2601 DJ Delft Burgwal 47 2611 GG Delft Telephone +31 15 257 42 82 Telefax +31 15 257 42 72 www.zappwerk.nl info@zappwerk.nl

The Netherlands IDB TELEMATICA Company and Office IT PO Box 121 3440 AC Woerden De Bleek 1 3447 GV Woerden Telephone +31 348 42 34 30 Telefax +31 348 42 34 84 www.idbgroep.nl info@idbgroep.nl Belgium GRAMMA Corporate Communication Gijzelaarsstraat 29 B-2000 Antwerpen Telephone +32 3 230 42 70 Telefax +32 3 230 47 49 www.gramma.be info@gramma.be Germany www.totalidentity.de info@totalidentity.de Erich Sommer – TOTAL IDENTITY Aachenerstrasse 114 D-50674 Köln Telephone +49 221 34 89 29 70 Telefax +49 221 34 89 29 73 Republic of Korea www.totalidentity.co.kr info@totalidentity.co.kr TOTAL IDENTITY 2F, 15-21 Youido-Dong Youngdungpo-Gu 150-706 Seoul Telephone +82 2 2167 7521 Telefax +82 2 2167 7520 United Arab Emirates www.totalidentity.com hink@imagecreators.ae IMAGE CREATORS FZE PO Box 4404 Dubai United Arab Emirates Telephone +971 4 224 01 35 Telefax +971 4 224 02 76 Taiwan R.O.C. www.proaddesign.com.tw proad.design@msa.hinet.net

Printing: Hollandia Printing, Heerhugowaard

PROAD IMAGE DESIGN 3rd Floor, No 224, Teh Sing East Rd. Taipei, Taiwan R.O.C. Telephone +886 2 2833 1943 Telefax +886 2 2835 2948

(& M95FG HCH5@

The Hague PO Box 221 2501 CE The Hague Mauritskade 5 2514 HC The Hague Telephone +31 70 311 05 30 Telefax +31 70 311 05 31

HCH5@

PARTNERS

(& M95FG

42 years TOTAL

2005 TOTAL IDENTITY AMSTERDAM

The essence of originality Nowadays everything has to be meaningful and has to make sense in order to survive. The struggle for companies to acquire and to hold on to a market position and to successfully claim a share of that market, makes it necessary to have a fitting, long-lasting identity, an identity that can withstand the whims of fashion and the seduction of trends and still remains vivid and alive. This characterizes strong, reliable corporations. Such corporations have strong self-awareness and are able to appeal and to create a preferred position in the minds of consumers. Consequently, a strong identity improves your business performance. Identity links your corporation’s ambition and competences to your market proposition, which is reflected in the corporation’s communication and design. Originality has been the seed from which our company has grown since 1963. In order to improve communication, we have always searched for original and creative, yet functional solutions. This meant breaking with tradition, reorganizing the design discipline by introducing professionalism, unprecedented design and embedding related and relevant fields of expertise. Our founders have placed design in a larger perspective. We have come a long way since then. The focus on well crafted, esthetically justified design solutions has been widened. It is now imperative to oversee the entire world of our clients: to know their history, competition, their markets, strategies, objectives, their vision and ambitions, and using this to create a fitting visual representation with matching communication. In over forty years we have been finding the true strength of our clients and creating fitting solutions. A selection of the results of the past decades has been collected in this booklet. Consider it the essence of originality.

De essentie van originaliteit Bedrijven en organisaties die hun (markt)positie willen behouden of zelfs willen verbeteren en uitbreiden, moeten identiteit hebben. Een identiteit die lang meegaat en bestand is tegen modegrillen en andere tijdelijke trends. En toch levend en actueel is. Een dergelijke identiteit kenmerkt sterke organisaties; zelfbewuste ondernemingen die een voorkeurspositie hebben veroverd in de beleving van hun klanten en doelgroepen. En die deze positie weten te behouden. Een sterke identiteit draagt bij aan een beter bedrijfsresultaat. Identiteit is de schakel tussen de ambities en expertise van uw bedrijf, en de manier waarop die vertaald worden in marktproposities: communicatie en design. Originaliteit is de kern van ons bedrijf, de kiem waaruit het sinds 1963 groeit en bloeit. Om communicatie te verbeteren, zijn wij altijd op zoek gegaan naar originele, creatieve en tegelijkertijd functionele oplossingen. Dit leidde tot een breuk met veel tradities en tot een reorganisatie van ‘het ontwerpen’ tot een professionele discipline. Maar ook tot verrassend, nieuw ontwerp en de introductie en integratie van aanpalende en relevante disciplines. De oprichters van ons bedrijf hebben ‘design’ in een breder perspectief geplaatst. Wij zijn sinds die beginjaren altijd volop in beweging gebleven. De nadruk op ambachtelijke, esthetisch correcte ontwerpoplossingen is sterk verbreed. Wij hebben inzicht in de wereld van onze opdrachtgevers: geschiedenis, markt, concurrentie, strategie, doelen en de visie en ambitie om die te bereiken. Met deze inzichten zijn we in staat de beste visuele representatie en communicatiemiddelen vorm te geven. Dit boekje bevat een selectie van onze inspanningen over ruim 40 jaar. Van zoektochten naar en oplossingen voor de werkelijke kracht van onze opdrachtgevers. De essentie van originaliteit.

Clients Opdrachtgevers 83% | National | Nationaal

17% | International | Internationaal

Activities Activiteiten 63% | Corporate Identity

37% | Individual projects | Overige projecten

18% | <30

47% | 30-39

30% | 40-49

5% | >50

Foundation 17 Dec 1962

1962

Formally approved by Dutch Government 05 Mar 1963

Meeting in early 1963. Dick Schwarz, Friso Kramer, Benno Wissing, Ben Bos, Paul Schwarz, Wim Crouwel. Photography: Jan Versnel

Founders Wim Crouwel Friso Kramer Benno Wissing Paul Schwarz Dick Schwarz

Assignment Corporate Design Designers Wim Crouwel Benno Wissing

1963

Client TD Associatie voor Total Design, Amsterdam

1964

Client PAM, Rotterdam Assignment Corporate Design Designer Benno Wissing

Assignment Corporate Design Designer Benno Wissing

1965

Client SHV, Utrecht

1966

Client Total Design, Amsterdam Assignment Development of computer typeface Designer Wim Crouwel

Assignment Signage Designer Benno Wissing

1967

Client Amsterdam Airport Schiphol

1968

Client Randstad Uitzendbureau, Amsterdam Assignment Corporate Identity Designer Ben Bos

Assignment Corporate Design Designers Ben Bos Wim van der Weerd

1969

Client Furness, Rotterdam

1970

Client World Expo Osaka, Japan Assignment Dutch pavillion Designer Wim Crouwel

Assignment Phonebook Designers Wim Crouwel Jolijn van de Wouw â&#x20AC;

1971

Client PTT, The Hague

1972

Client Makro, Amsterdam Assignment Corporate Design Designers Benno Wissing Hartmut Kowalke

Assignment City Branding Designer Wim Crouwel

1973

Client Municipality of Rotterdam

1974

Client Het Spectrum, Utrecht / Antwerp Assignment Encyclopediae Designer Wim Crouwel

Assignment Corporate Design Designers Bram Engelse Wim Crouwel

1975

Client Bouwfonds Nederlandse Gemeenten, Hoevelaken

1976

Client PTT, The Hague Assignment Stamps Designer Wim Crouwel

Assignment Poster Designer Wim Crouwel

1977

Client Stedelijk Museum, Amsterdam

1978

Client Van Heugten bv, Heuga, Leusden Assignment Annual Report Designer Jurriaan Schrofer â&#x20AC;

Assignment Poster Designer Anthon Beeke

1979

Client Globetheater, Amsterdam

1980

Client Municipality Capelle aan den IJssel Assignment City Branding Designer Ben Bos

Assignment Special edition ‘100 years of telephony’ Designer Jolijn van de Wouw †

1981

Client PTT, The Hague

1982

Client Mart Spruijt, printers, Amsterdam Assignment Calendar Designer Paul Mijksenaar

Assignment Signage Designers Jolijn van de Wouw † Kees Ruyter Wim van der Weerd

1983

Client Cité des Sciences et de l’industrie, Paris, France

1984

Client Hong Kong and Shanghai Banking Corporation, Hong Kong Assignment Signage Designer Wim van der Weerd

Assignment Corporate Design Programme for Het Muziektheater, the Dutch Opera and the Dutch National Ballet Designer Gijsbert Dijker

1985

Client Muziektheater, Amsterdam

1986

Client CLB, Amsterdam Assignment Corporate Design and Packaging Designers Daphne Duijvelshoff-van Peski Reynoud Homan Jan-Willem den Hartog

Assignment â&#x20AC;&#x2DC;Wrappingâ&#x20AC;&#x2122; of art deco building, Utrecht Designer Ben Bos

1987

Client Randstad Holding, Amsterdam

1988

Client KVGO, Amstelveen Assignment Yearbook KVGO ‘Grafisch Nederland’ Designers Joost Klinkenberg Wim Verboven Karin Ligthart

Assignment Publication ‘Total Design – The Eighties’ Designers Jelle van der Toorn Vrijthoff Frans Lieshout

1989

Client Total Design, Amsterdam

1990

Client PTT, The Hague Assignment Interior Design Dutch postoffices Designers Stan Spangenberg Radboud van Beekum

Assignment Event Design Designer Ben Bos

1991

Client Kieler Woche, Kiel, Germany

1992

Client IBM Nederland, Amsterdam Assignment Poster â&#x20AC;&#x2DC;IBM Information Networkâ&#x20AC;&#x2122; Designer Hans P Brandt

Assignment Dutch passport Designers Jelle van der Toorn Vrijthoff AndrĂŠ Mol

1993

Client Dutch Ministry of the Interior, The Hague

1994

Clients Four European railroad companies: SNCF (France), NS (The Netherlands), SNCB (Belgium) and DB (Germany) Assignment Brand Design Thalys, interior and exterior Designer Jelle van der Toorn Vrijthoff

Assignment Corporate brochure, Vision â&#x20AC;&#x2DC;95 Designers Hans P Brandt David de Jong

1995

Client Looten de Sonnaville, The Hague

1996

Client TBI, Rotterdam Assignment Corporate Design Designers Hans P Brandt David de Jong

Assignment Signage Designers Jelle van der Toorn Vrijthoff (Industrial design by Norman Foster Associates)

1997

Client Mass Transit Railway Corporation, Hong Kong

1998

Client Stichting Sanquin Bloedvoorziening, Amsterdam Assignment Corporate Design Designers Monique Coffeng Aad van Dommelen

Assignment Corporate Design Designers AndrĂŠ Mol Aad van Dommelen

1999

Client Dutch Ministry of Foreign Affairs, The Hague

2000

Client Total Identity, Amsterdam Assignment Corporate Typeface â&#x20AC;&#x2DC;Onelinerâ&#x20AC;&#x2122; Designer Aad van Dommelen

2000 ‘TOTAL IDENTITY’ Publisher BIS Publishers, The Netherlands

2001

Client KLM, Royal Dutch Airlines, Amstelveen Assignment Design Programme Designers Aad van Dommelen LĂŠon Stolk Consultant Hans P Brandt

Assignment Corporate Identity Programme Designer AndrĂŠ Mol Consultant Martijn Kagenaar

2001

Client Royal Van Zanten, Hillegom

2002

Client Al Futtaim, Dubai, UAE Assignment Corporate Identity, Corporate Typeface Designer Jelle van der Toorn Vrijthoff Manager Eli Vlessing

Assignment Corporate Identity Designers Aad van Dommelen Saskia Stolz Consultant Hans P Brandt

2002

Client Koninklijke BAM, Bunnik

2003

Client Protestantse Kerk Nederland (PKN) Assignment Corporate Identity Designer Aad van Dommelen Consultant Ellen Kuipers

Assignment Corporate Identity Designer LĂŠon Stolk Consultant Hans P Brandt

2003

Client Bewerbungskomitee Leipzig 2012, Germany

2004

Client HyundaiCard Company, Seoul, South Korea Assignment Corporate and Brand Identity Designers Aad van Dommelen AndrĂŠ Mol Consultants Young sik-Oh Eli Vlessing

Assignment Corporate Identity and on-line identity base (i-Base速) Designers Youri Stavenuiter Aad van Dommelen Consultant Hans P Brandt

2004

Client Fortis ASR, Utrecht

2005

Client ShinYoung, Seoul, South Korea Assignment Corporate Identity Designer Aad van Dommelen Consultants Young sik-Oh Eli Vlessing