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Striving for perfection

www.logohistories.com

Striving for perfection

Ben Bos' 1967 logo for Dutch employment agency Randstad

Poppy Thaxter
Oct 11, 2022
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Striving for perfection

www.logohistories.com
Randstad logo design by Ben Bos, Total Design, 1967, Logo Histories, LogoArchive
Logo, Randstad, Ben Bos, 1967

On completion of his thesis, of which he wrote about temporary employment, Frits Goldschmeding turned his findings into a business. At the time, the literature on temporary employment was sparse as this was a relatively new phenomenon post war. Capitalising on his insights, Goldschmeding formed the temporary employment agency ‘Uitzendbureau Amstelveen’ in 1960 with fellow economics graduate Ger Daleboudt.

Within the first few years, the agency opened branches in the cities of Leiden and Rotterdam alongside their original office in Amsterdam. This was accompanied by a change of name to Randstad Ultzendbureau, ‘Randstad’ referring to the urban area between Amsterdam, Utrecht, The Hague, and Rotterdam. This decade saw tremendous growth for not only Randstad, but also the temporary employment industry as a whole. Therefore, it was key for the agency’s logo and design policy to distinguish it and give it a competitive edge in the market. This design policy and logo would be created by Ben Bos of Total Design (Furness).

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A guest post by
Poppy Thaxter
A designer, researcher, and writer with a soft spot for exciting insights and storytelling. A recent graduate with a Masters in Communication Design, my work is motivated by a curiosity for learning and sharing information.
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