red dot: grand prix - “Corporate Identity Zuidas Amsterdam” by Total Identity | Julius van der Woude

When Benoit Mandelbrot put forward the theory of fractals in the 1970s, everyone was surprised. Complex patterns in nature and geometry could suddenly be calculated. The discovery that even behind apparently chaotic patterns lie selfsimilar structures and that, say, the outline of a small section of a coast resembles the outline of the whole coastline, inspired medical scientists, biologists and cosmologists to ground-breaking new insights.

When looking for new design solutions, designers too pick up on principles of nature to create intuitively comprehensible analogies. Zuidas in the south of Amsterdam is the epitome of a district that has developed into an internationally influential business centre with an attractive living environment. The core of the corporate identity is constituted by the various facets which coin the urban flair of the area. Modelled on the complex structure of DNA, the various entities and functions are visualised by coloured rings that contain their own codes and, depending on their context, can be displayed individually, intertwined or as a complex chain structure. All entities are equally important, yet represent different areas such as living, working or recreation. Thus the immense diversity of Zuidas becomes clear and transparent, resulting in its highly flexible use.


Julius van der Woude on “Reduction of complexity”:
It’s not enough to just make beautiful things. Reducing the complex, faceted story of the Zuidas Amsterdam to its very essence was a challenge. As was elaborating from this starting point a visually attractive, clear and well-thought out image for a very ambitious area. This top location aims to be the new professional centre of Amsterdam on a national and international level. The starting point for the corporate design was the differing experience of the area by the various users and visitors of the Zuidas Amsterdam: a global business centre, a pleasant living environment with a high level of services, and a place for leisure. These differences in function are important and determinant for everyone’s individual experience, whether it concerns working, living or recreation. All these elements equally constitute the DNA of this area under development. Zuidas Amsterdam has its own DNA, which shows no functional hierarchy. This DNA-based approach was the basis for the development of the brand and all its elaborations.


Julius van der Woude studied graphic design at the Hogeschool voor de Kunsten (School of the Arts) in Utrecht and subsequently worked at “UNA designers” in Amsterdam as a senior  designer. Since 2006, he has worked as a design director at Total Identity, focusing on the design of corporate and sponsored media, magazines, brochures and annual reports. Total Identity, which has offices in Amsterdam, Delft, The Hague and Heerlen, and is represented through network agencies in Bremen, Antwerp, Seoul and Taipei, assists numerous clients acr oss all industries through comprehensive branding and corporate identity programmes. Julius van der Woude has received awards in various international design competitions, among them for instance a Premier Award in 2001, a TypoGraphic Award of the ISTD London and a red dot.