Client: Dienst Esthetische Vormgeving PTT
Design: Jelle van der Toorn Vrijthoff
In the 1980s, the Dutch postal organization contemplated the idea of dividing the company into separate entities and privatizing them. Each of these newly independent divisions would require distinct identities. In the initial stages, a decision was made to conduct competitions, and Total Design was among those invited to create a logo for the emerging telecommunications company. This era witnessed the onset of the Internet and digital transformation, greatly impacting the telecommunications sector. For the new logo, I aimed to capture this evolving landscape while enabling animation
A concept that had gained traction through moving logos used primarily on television, albeit in a rudimentary form. My ambition was to adopt a more innovative approach, where different elements of the logo would interact dynamically, contributing to complex movements. Leveraging the capabilities of the Aesthedes computer, we generated numerous iterations in a relatively short span. An unprecedented achievement at that scale at the time.
