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Kupka, Stedelijk Museum, Amsterdam, 1968 designed by Wim Crouwel (Total Design)

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Wim Crouwel and the Stedelijk Museum

Crouwel was the successor to Willem Sandberg who used an avant-garde approach in his work, utilising torn-paper montage, mixing of sans serif and old Egyptian typefaces and often off-center positioning. Crouwel steered away from this artistic approach and implemented a cohesive design system and a strong identity that emulated the corporate identity boom of the 1950s and 60s.

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