Droom van helderheid
type: CreativeWork
about: https://id.rijksmuseum.nl/320126581
about: https://id.rijksmuseum.nl/320127051
about: https://id.rijksmuseum.nl/320127061
about: https://id.rijksmuseum.nl/320128736
about: https://id.rijksmuseum.nl/320129143
about: https://id.rijksmuseum.nl/320146541
about: https://id.rijksmuseum.nl/330136162
abstract: In the 1960s, companies such as KLM, energy group SHV, supermarket chain Albert Heijn, the Dutch National Railways (NS) and chemical giant DSM were the first to introduce corporate identities in the Netherlands. These identities were the visual manifestation of the modern and industrial nation that the Netherlands had become after World War II. As such, they had a major influence on the look of society. Surprisingly, the development and proliferation of corporate identities has not been studied before. I have researched the development of corporate identity in the Netherlands by analyzing a number of case studies of the period between 1960 and 1975. My focus was on the argumentation used by design agencies and companies in the development and presentation of corporate identities. Because of the general lack of literature on this subject, I have used mainly primary sources such as archive material and interviews. The best-known identities were designed by Dutch design agencies like Tel Design (1962) and Total Design (1963). These agencies had a positive attitude towards the industry, which they thought responsible for the great technological progress and prosperity after the war. Using a modernistic design approach, designers hoped to achieve an efficient visual communication that could benefit society as a whole. They believed that corporate identity could bring out the existing order in society and enhance efficiency. At the same time, the management of Dutch firms gradually became aware that a good ‘corporate image’ was necessary for a favorable position on the market. A major influence on this view was the rise and acceptation of new American management and marketing methods. In parallel with this development, lower-level employees were confronted with practical problems regarding a uniform use of company logos. Together with design agencies, they convinced company directors that a modern-looking corporate identity could solve their problem, and, more importantly…
abstract: Summary: "Droom van helderheid" laat de ontwikkeling zien van huisstijlen in Nederland tussen 1960 en 1975. In deze periode groeiden huisstijlen uit van een marginaal verschijnsel tot een onmisbaar element in de presentatie van bedrijven en instellingen. Veel bekende huisstijlen werden ontworpen door de ontwerpbureaus Total Design en Tel Design, pioniers op dit gebied in Nederland, met als belangrijkste vertegenwoordigers respectievelijk Wim Crouwel en Gert Dumbar. Volgens hen waren huisstijlen een vorm van 'goed ontwerp' en leverden ze een bijdrage aan het algemeen welzijn. Tegelijkertijd zag met name Total Design huisstijlen ook als een vorm van visuele efficiency, hiermee aansluitend bij de heersende modernistische ontwerpopvattingen en het vooruitgangsgeloof in de jaren zestig. In de loop van de jaren zeventig zagen bedrijven huisstijlen voornamelijk als een manier om hun imago te verbeteren.
creator: https://id.rijksmuseum.nl/310146540
language: dut
is part of: Beeldcultuur in Nederland
position: 3
temporal coverage: 1960-1975
work example: UUindex.html
work example: https://id.rijksmuseum.nl/301193999

PropertyValue
property ID: NL-AmRIJ
value: 193999