Join the Mailing List

Membership

Graphic Design History from Design Reviewed
Total DesignWim Crouwel

Atelier 6, Stedelijk Museum, Amsterdam, 1969

,

Details

  • Format Exhibition Catalogue
  • Designer/s Wim Crouwel (Total Design)
  • Year 1969
  • Client/Publisher Stedelijk Museum, Amsterdam
  • Size 205mm x 275mm
Wim Crouwel (Total Design)
Total Design was founded in Amsterdam in 1963 by Wim Crouwel, Friso Kramer, Benno Wissing, and Paul and Dick Schwarz and was the first large-scale multidisciplinary design consultancy in the Netherlands. Under Crouwel's creative direction the studio developed a rigorous systematic approach rooted in grid systems and neutral typography. Its long-running relationship with the Stedelijk Museum Amsterdam produced catalogues, posters, and exhibition graphics that remain among the most influential bodies of institutional design in postwar Europe. Other major clients included the Dutch Post Office and Schiphol airport. The practice continues today as Total Identity. Explore designers associated with Total Design including Wim Crouwel, Jurriaan Schrofer, and Benno Wissing. See also Dutch Modernism, Dutch graphic design history, and 1960s graphic design history.
Willem Hendrik Crouwel was born in 1928 in Groningen, Netherlands. He studied at the Academy of Arts and Crafts in Groningen and took evening classes at the Institute of Arts and Crafts, now the Rietveld Academy. His teacher, Charles Jongejans, was trained by notable Dutch designers Paul Schuitema and Gerard Kiljan. In 1952, Crouwel began his design career at Enderberg, designing exhibitions and trade stands, gaining valuable experience. After leaving Enderberg in 1956, he founded a studio with industrial designer Kho Liang Ie, working on various projects across design disciplines, including graphic and exhibition design. Influenced by mid-century Swiss typography, Crouwel explored letterforms and graphic systems, using fonts like Helvetica and Univers. His early clients included the Van Abbe Museum, where he designed catalogues and posters. In 1963, he co-founded the influential design agency Total Design and also started working for the Stedelijk Museum, collaborating with Edy de Wilde until 1986. Explore the Design Reviewed archive to discover artefacts connected to Wim Crouwel. The Dutch Modernism movement collection showcases the visual culture he helped define, while the Netherlands archive reflects the broader design scene he worked within. Browse the 1960s and 1970s decade pages to see the period in which his most influential work was produced, or explore the poster format collection to find work that shares his commitment to grid-based typographic clarity.

Linked Information

Atelier 6, Stedelijk Museum, Amsterdam, 1969 designed Wim Crouwel
Atelier 6, Stedelijk Museum, Amsterdam, 1969 designed Wim Crouwel
More graphic design artefacts
nederlandse postzegels 1974, Staatsbedrij der PTT, 1974

From the graphic design archive:

nederlandse postzegels 1974, Staatsbedrij der PTT, 1974

  • Format: Book
  • Year: 1974
View Artefact
Wim Crouwel – Mode en module, Uitgeverij 010, 1997

From the graphic design archive:

Wim Crouwel – Mode en module, Uitgeverij 010, 1997

  • Format: Book
  • Designer/s: Wim Crouwel, Karel Martens (Book Design)
  • Year: 1997
View Artefact
Ben Bos 80 : From Our Reporter, Zoo Producties, 2010

From the graphic design archive:

Ben Bos 80 : From Our Reporter, Zoo Producties, 2010

  • Format: Book
  • Designer/s: Ben Bos
  • Year: 2010
View Artefact
De 8 en Opbouw, 10e jaargang No 21, 7 January 1939

From the graphic design archive:

De 8 en Opbouw, 10e jaargang No 21, 7 January 1939

  • Format: Magazine
  • Designer/s: Paul Schuitema
  • Year: 1939
View Artefact

view more of the graphic design archive

More graphic design history articles
Guillermo Gonzalez Ruiz by Sigwart Blum, 1964

Design Archive Feature, Designer Profiles, Members Only Content, Regional Histories

Guillermo Gonzalez Ruiz by Sigwart Blum, 1964

A few years ago the publicity department of Siam di Tella found a collaborator who early in his studies of architecture was attracted by the problems of visual art. His name is Guillermo González Ruiz he was born in Chascomus (Province of Buenos Aires) in 1937. Between 1957 and 1960 he received 18 awards in poster competitions, some of which were of particular importance.

Read Article
Elements of Idea “The Arrow” by Shigeo Fukuda, 1973

Design Archive Feature

Elements of Idea “The Arrow” by Shigeo Fukuda, 1973

The versatility of the arrow sign knows no bounds – from thin lines exuding delicacy to thick, heavy-set lines conveying stability and weight. Depending on its construction, the arrow sign can speak with individuality, even possessing psychological and emotional expression.

Read Article
Posters from the 1963/64 Best German Posters Awards (Die besten Plakate des Jahres)

Design Archive Feature, Members Only Content, Poster Design, Regional Histories

Posters from the 1963/64 Best German Posters Awards (Die besten Plakate des Jahres)

Gebrauchsgraphik 08, 1964 features a selection of the German Posters entered into the 1963/64 awards. 22 posters were awarded by the Association of German Commercial Artists and the awards showcased some of the best poster designs of the year, that still remain effective and stylish today.

Read Article