The corporation Associatie voor Total Design NV, Total Design for short, was established in 1963. Until then, practically all major design commissions from Dutch clients had been contracted out to foreign agencies. There were no large design agencies in the Netherlands at the time. Total Design was established with a view to filling this unsatisfactory gap.
The founders were Wim Crouwel (graphic design), Friso Kramer (industrial design), Benno Wissing (graphic and spatial design) and Paul and Dick Schwarz (organization and finance). Before long, Ben Bos, an experienced copywriter and designer, joined the team.
This mixed group had such wide ranging experience that it was able to execute complex ‘total’ commissions from a variety of clients in industry, trade and transport, and the government and cultural sectors.
The 1960s were the most successful period for Total Design.
In 1988, Hans Brandt began to develop the design agency into a strategic communication agency. In de 1990s, Total Designed shifted from being a classic design agency to becoming an organization that put the emphasis on identity development, corporate branding and reputation management. In 2000, the name Total Design was changed into Total Identity.