Gooische Glas en Verfhandel is a Dutch company whose visual identity was created in 1967 by the Amsterdam design studio Total Design, with designer Ben Bos credited for the mark. The company name translates to “Gooi Glass and Paint Trade,” referring to the Gooi region in the Netherlands where it operated.
Design and History
The logo was designed in 1967 by Ben Bos at Total Design, the influential Dutch design agency where Bos worked for nearly thirty years and eventually became director.[1] Total Design, founded in 1963, was responsible for numerous prominent Dutch corporate identities during the 1960s and 1970s, including the Randstad employment agency logo also created by Bos in 1967.[2]
The mark is documented in a reference work on international trademarks and symbols, which lists the company under the Benelux region with Total Design and Ben Bos credited for the 1967 design.[3] The logo features a modular, geometric construction consistent with the Dutch modernist approach that characterized Total Design’s output in this period.
Meaning and Symbolism
The abstract form of the mark has been described as suggesting building blocks or playful construction, a visual reference that aligns with the company’s roots in the toy industry. The clean geometric shapes reflect the modernist design language that Total Design helped establish in Dutch corporate branding during the 1960s.
Typography and Design
The wordmark accompanying the symbol uses bold, straightforward lettering typical of Total Design’s corporate identity work from this era. The overall identity combines the geometric symbol with typography that prioritizes clarity and legibility, hallmarks of the Dutch modernist school that Total Design championed.
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