Ministry of Education and Science

During the 1960s, a growing aspiration emerged within the Dutch government to establish unique corporate identities for different ministries. This marked a departure from the previous norm of engaging advertising agencies, instead opting to collaborate with renowned design agencies for this purpose. This shift was also evident in the case of the Ministry of Education, Culture, and Science, known by its Dutch abbreviation OC and W.
Around this time, Total Design was undergoing a transformation from its earlier rigid, functionalistic, and dogmatic approach, especially following the departure of Wim Crouwel. When working on the Ministry’s project, we adopted a more playful and adventurous design strategy. We aimed to create a composition of typography, shapes, and forms akin to a recipe or formula. What set this approach apart was the intentional absence of strict corporate guidelines, allowing for a more freestyle concept rather than adherence to traditional manual rules.
The foundation of this concept rested on applying fundamental geometric elements in both two and three dimensions. These elements were utilized across various mediums, including photography, illustrations, architecture, and interior design, resulting in a distinct and easily recognizable style. Regrettably, many designers involved in ministry projects struggled to fully embrace the artistic freedom granted to them, and as a result, experimental design was not as prevalent as desired.