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50 Years Total

Branding, Graphic Design, Interaction Design

Foundation 17 Dec 1962
Chamber of Commerce 04 Jan 1963
Formally approved by Dutch Government 05 Mar 1963
When I first entered this company, I felt something was happening here. What happened, was a group of people thoroughly committing themselves to a certain subject. A subject that apparently needed to be studied, understood, applied and developed, time and again. It drove the atmposhere with a certain grimness. This here is not about passion. It is about a sacred need.

Our subject is design. We understand design as the tangible and manageable form of themes and futures, as the consistent pursuit of a necessary thought, as the implementation of scenarios, as the conceptualisation of a country and a culture from its mere essence. We help discover, stimulate dreams, make real, visualize direction. Design is never a being, but always a becoming, because what is there needs criticizing and improving. We are normative, in a willingly and knowingly manner, we define laws.

Our subject is interaction and innovation. We understand virtual domains as autonomous and more than additional, because what merges online has repercussions on the offline world and what is true in one place has a different significance in a network. We drive innovation and turn the virtual into real and tangible perspectives. We change laws, models and experiences, to lead our thinking and that of our environment. We accept dynamics as a working method.

Our subject is identity. We understand identity in an applicable manner, as shared ambition, as origin and future simultanuously, as a construct of the interaction with one’s environment, as a shared values system. Identity is a complex concept, as it escapes us each time we pursue its essence. We are searching for the philosopher’s stone. It is an onrushing finish, partly because of ourselves.

We have no alternative for what we do. We can only exist at the high level we operate on. Without that level, we would not be ourselves and would not stand a chance.

But damn – what it brings us and the world! What a unique clustering of brainpower and quality awareness! What an unspoken, but deep mutual understanding. What an obvious desire for renewal, an indispensable perseverance. That’s what I wanted to belong to. Then, today, tomorrow.

TOTAL IDENTITY is a choice.
Meeting in early 1963 Dick Schwarz, Friso Kramer,
Benno Wissing, Ben Bos, Paul Schwarz, Wim Crouwel

Photography Jan Versnel
Client TD Associatie voor Total Design, Amsterdam
Assignment Corporate Design
Designers Wim Crouwel, Benno Wissing
Client PAM, Rotterdam
Assignment Corporate Design
Designer Benno Wissing
Client SHV, Utrecht
Assignment Corporate Design
Designer Benno Wissing
Client Total Design, Amsterdam
Assignment Development of computer typeface
Designer Wim Crouwel
Client Amsterdam Airport Schiphol
Assignment Signage
Designer Benno Wissing
Client Randstad Uitzendbureau, Amsterdam
Assignment Corporate Identity
Designer Ben Bos
Client Furness, Rotterdam
Assignment Corporate Design
Designers Ben Bos, Wim van der Weerd
Client World Expo Osaka, Japan
Assignment Dutch pavillion
Designer Wim Crouwel
Client PTT, The Hague
Assignment Phonebook
Designers Wim Crouwel, Jolijn van de Wouw
Client Makro, Amsterdam
Assignment Corporate Design
Designers Benno Wissing, Hartmut Kowalke
Client Municipality of Rotterdam
Assignment City Branding
Designer Wim Crouwel
Publisher Unit Editions

Authors Ben Bos, Tony Brook, Adrian Shaughnessy
Client Het Spectrum, Utrecht / Antwerp
Assignment Encyclopedia
Designer Wim Crouwel
Client Bouwfonds Nederlandse Gemeenten, Hoevelaken
Assignment Corporate Design
Designers Bram Engelse, Wim Crouwel
Client PTT, The Hague
Assignment Postage stamps
Designer Wim Crouwel
Client Stedelijk Museum, Amsterdam
Assignment Poster
Designer Wim Crouwel
Client Van Heugten bv, Heuga, Leusden
Assignment Annual Report
Designer Jurriaan Schrofer
Client Globetheater, Amsterdam
Assignment Poster
Designer Anthon Beeke
Client Municipality Capelle aan den IJssel
Assignment City Branding
Designer Ben Bos
Client PTT, The Hague
Assignment Special edition ‘100 years of telephony’
Designer Jolijn van de Wouw
Client Mart Spruijt, printers, Amsterdam
Assignment Calendar
Designer Paul Mijksenaar
Client Cité des sciences et de l’industrie, Paris, France
Assignment Signage
Designers Jolijn van de Wouw, Kees Ruyter, Wim van der Weerd
Publisher Reflex, The Netherlands

Designers Jelle van der Toorn Vrijthoff, Frans Lieshout

Text Kees Broos
Client Hong Kong and Shanghai Banking Corporation, Hong Kong
Assignment Signage
Designer Wim van der Weerd
Client Muziektheater, Amsterdam
Assignment Corporate Design Programme for Het Muziektheater,
the Dutch Opera and the Dutch National Ballet
Designer Gijsbert Dijker
Client CLB, Amsterdam
Assignment Corporate Design and Packaging
Designers Daphne Duijvelshoff-van Peski, Reynoud Homan, Jan-Willem den Hartog
Client Randstad Holding, Amsterdam
Assignment ‘Wrapping’ of art deco building, Utrecht
Designer Ben Bos
Client KVGO, Amstelveen
Assignment Yearbook KVGO ‘Grafisch Nederland’
Designers Joost Klinkenberg, Wim Verboven, Karin Ligthart
Client Suikerunie
Assignment Annual report 1989
Designer Frans van Lieshout
Publisher Inmerc, The Netherlands

Designers Jelle van der Toorn Vrijthoff, Frans Lieshout

Text Hub Hubben
Client PTT, The Hague
Assignment Interior Design Dutch postoffices
Designers Stan Spangenberg, Radboud van Beekum
Client Kieler Woche, Kiel, Germany
Assignment Event Design
Designer Ben Bos
Client IBM Nederland, Amsterdam
Assignment Poster ‘IBM Information Network’
Designer Hans P Brandt
Client Dutch Ministry of the Interior, The Hague
Assignment Dutch passport
Designers Jelle van der Toorn Vrijthoff, André Mol
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
Client Looten de Sonnaville, The Hague
Assignment Corporate brochure, Vision ‘95
Designers Hans P Brandt, David de Jong
Client Twynstra Gudde, Amersfoort
Assignment Annual review
Designers Hans P Brandt, David de Jong
Client Mass Transit Railway Corporation, Hong Kong
Assignment Signage
Designers Jelle van der Toorn Vrijthoff (Industrial design by Norman Foster Associates)
Client Stichting Sanquin Bloedvoorziening, Amsterdam
Assignment Corporate Design
Designers Aad van Dommelen, Monique Coffeng
Client Dutch Ministry of Foreign Affairs, The Hague
Assignment Corporate Design
Designers André Mol, Aad van Dommelen
Client Total Identity, Amsterdam
Assignment Corporate Typeface ‘Oneliner’
Designer Aad van Dommelen
Client Bouw- en techniekconcern TBI, Rotterdam
Assignment Positionering
Designer Stephan Saaltink
Consultant Hans P Brandt
Client KLM, Royal Dutch Airlines, Amstelveen
Assignment Design Programme
Designers Aad van Dommelen, Léon Stolk
Consultant Hans P Brandt
Client Royal Van Zanten, Hillegom
Assignment Corporate Identity Programme
Designer André Mol
Consultant Martijn Kagenaar
Client Al Futtaim, Dubai, UAE
Assignment Corporate Identity, Corporate Typeface
Designer Jelle van der Toorn Vrijthoff
Manager Eli Vlessing
Client Koninklijke BAM, Bunnik
Assignment Corporate Identity
Designers Aad van Dommelen, Saskia Stolz
Consultant Hans P Brandt
Client Protestantse Kerk Nederland (PKN)
Assignment Corporate Identity
Designer Aad van Dommelen
Consultant Ellen Kuipers
Client Bewerbungskomitee Leipzig 2012, Germany
Assignment Corporate Identity
Designer Léon Stolk

Consultant Hans P Brandt
Publisher BIS Publishers, The Netherlands

Edsco de Heus, Hans Brandt, Aad van Dommelen and others
Client HyundaiCard Company, Seoul, South Korea
Assignment Corporate and Brand Identity
Designers Aad van Dommelen, André Mol
Consultants Young sik-Oh, Eli Vlessing
Client Fortis ASR, Utrecht
Assignment Corporate Identity and online identity base (i-Base®)
Designers Youri Stavenuiter, Aad van Dommelen
Consultant Hans P Brandt
Client Netherlands Competition Authority (NMa), The Hague
Assignment Accountability in annual report
Designer Edwin van Praet
Consultant and editor Stijn van Diemen
Client GITP, Nijmegen
Assignment Redesign services, corporate Identity and communication strategy
Designer Léon Stolk
Consultant Hans P Brandt
Client FiftyTwoDegrees, Nijmegen
Assignment Location branding, logo acting like a virus
Designer Léon Stolk
Consultant Hans P Brandt
Client Vedior, Rotterdam
Assignment Campaign ‘Lust for Life’
Designer Guido van Breda
Consultant Dennis Glijn
Client ROC Midden Nederland, Utrecht
Assignment Partition of an education institute into twelve network colleges
Designer Guido van Breda
Consultants Dennis Glijn, Hans P Brandt
Client Bavaria, Lieshout
Assignment Rebranding of a beer brand as an explorer
Designers Aad van Dommelen, Mark Schuijt
Consultant Hans P Brandt
Client Netherlands Government Information Service, The Hague
Assignment Online identity base (i-Base®) central government visual branding
Developers Jan de Groot, Mike Jungschlager, Simon de Vlieger
Consultants Marcel Douw, Arvid Smit
Client Holland Financial Centre (HFC), Amsterdam
Assignment Corporate design and communication
Designer Brian Bibi
Consultant Bert de Wit
Publisher BIS Publishers, The Netherlands

Stijn van Diemen, Hans P Brandt, Peter Verburgt, Julius van der Woude and others
Client Ando printers, The Hague
Assignment Ando Agenda 2010
Designers Edwin van Praet, Yu Zhao
Consultant Marcel Douw
Client Rotterdam Academy of Architecture and Urban Design, Rotterdam
Assignment Living identity
Designers Felix Janssens, David van ’t Westende
Consultant Caro van Dijk
Client Royal Ahrend, Amsterdam
Assignment Redefining services, Humanising_Spaces and corporate branding
Designer Felix Janssens
Consultants Bob van der Lee, Hans P Brandt, Yvonne van der Graft
Client Victor Russo’s Osteria, Leiden
Assignment Corporate identity and product branding
Designers Maarten Brandenburg, Felix Janssens
Consultant Bob van der Lee
Client Br(ik, Brussel, België
Assignment Inviting Flemish speaking youths to enrol in one of Brussels’s universities
Designers Felix Janssens, Dimitri van Loenen, David van ’t Westende
Consultants Caro van Dijk, Dennis Glijn
Client Scheepvaartmuseum, Amsterdam
Assignment My Scheepvaartmuseum, personalised exhibitions
Designer Paul Wolfs
Consultant Martijn Arts
Client Floriade 2022, Holland Central
Assignment Vision, marketing strategy, branding and bid book
Designers Edwin van Praet, Yu Zhao
Consultants Stijn van Diemen, Hans P Brandt
Client Total Specific Solutions (TSS), Utrecht
Assignment Annual report 2011
Designers Edwin van Praet, Yu Zhao
Consultant Dmitri Berkhout
Client Boon Edam, Edam

Assignment Engagement process based on internal and external branding

Designer Felix Janssens

Consultants Bob van der Lee
Client EnergieSprong/SEV, Rotterdam / De Transitieformule, Amsterdam
Assignment Building community ‘Sustainability of buildings’
Designers Edwin van Praet, Yu Zhao
Consultants Stijn van Diemen, Elisabeth Kroon
Initiative Total Active Media and TSS Yonder
Product Social Cardio, iPhone app measuring online dynamics
Designer David van ’t Westende
Consultant Martijn Arts
Thanks for watching – March 5, 2013

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