Striving for perfection
Ben Bos' 1967 logo for Dutch employment agency Randstad
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).