Total Design

Amsterdam design agency that gave the Dutch post-war era its austere, rational graphics.

Wim Crouwel, Benno Wissing, Friso Kramer and Dick and Paul Schwarz founded Total Design in Amsterdam. The agency worked on complete identities, from logo to signage.

Crouwel's posters for the Stedelijk Museum and the signage for Schiphol became well known, and the agency made identities for large Dutch companies and institutions.

Grids that govern the placing of text and image.

Sans-serif typefaces and few colours.

• Posters and graphic design