Intomart Qualitatief was a Dutch qualitative market research bureau established under the umbrella of Intomart, an applied market research firm founded in Hilversum on 1 March 1962. Intomart Qualitatief was created to handle qualitative research in the areas of art experience and cultural participation. [1]
Design and History
The visual identity for Intomart Qualitatief is documented in the archive of Dutch graphic designer Jurriaan Schrofer. The NAGO (Nederlands Archief Grafisch Ontwerpers) archive records an item titled “Intomart Qualitatief [ontwerp]” (design), classified as lettering, with a proof print and design technique. The commission came from Intomart BV, and the work is dated 1979, with materials including paper and tracing paper. The design is attributed to Jurriaan Schrofer. [2]
The NAGO archive also lists a broader assignment from Total Design to Intomart covering the period 1977 to 1979, which includes the Intomart Qualitatief design among other Intomart-related projects. [3]
Daphne Duijvelshoff (also known as Daphne van Peski, born 1942) was a graphic designer who worked for the Amsterdam design studio Total Design. [4] [5] Some logo databases attribute the Intomart Qualitatief symbol to Duijvelshoff in 1980, but this attribution is not confirmed by the primary archival record, which credits Schrofer with the 1979 design. [6]
Meaning and Symbolism
No documented explanation of the mark’s intended symbolism or meaning has been found in the available sources. The archival record describes the item as lettering and a proof print, indicating a typographic approach, but does not elaborate on conceptual intent. [2]
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