The Compliment

On 23 October 2023, PostNL will issue the stamp sheet The Compliment in the Dutch Design series. The design of the stamps was created by second-year Graphic Design students at ArtEZ in Zwolle, in collaboration with Nicole Uniquole. The stamps are marked ‘International 1’, the denomination for items up to 20g in weight with an international destination.

The stamp sheet The Compliment is the fifth issue in the Dutch Design series. For this series, PostNL gives graphic designers, illustrators or artists carte blanche to design stamps every year. They can use their own interests for inspiration, as well as anything that intrigues and influences them. In other words, their personal passions play a leading role. The series has previously published ‘Forget-me-not’ (‘Vergeet-mij-nietje’) (2022) by Audrey Large in collaboration with Koos Breen, ‘Talk to the hand’ (‘Praat met de hand’) (2021) by Bart de Baets, ‘Kaleidoscope’ (2020) by Hansje van Halem and ‘Ordinary’ (‘Gewoontjes’) (2019) by Michiel Schuurman.

The design of each stamp in the The Compliment issue is composed of three horizontal rectangles of equal size. The middle white rectangle contains the compliment (you’re simply yourself) in capitals, with the country designation (Netherlands), the year (2023) and the destination (international) underneath. The top and bottom rectangles show an identical colourful pattern, rotated 180 degrees to each other. The pattern is made up of seven different angular shapes separated by wide, white framing lines. Wherever possible, the lines continue from one stamp to the next, both horizontally and vertically. The tabs next to the stamps show the Priority logo for international destinations. The tabs and sheet edges on the left and right depict similar shapes as those on the stamps. The denomination 1 at the top right of the stamp follows along with the framing line next to it. Similarly, the sorting hook for international post is placed at the bottom left of the stamp.

Adrian Frutiger’s sans serif font Avenir, issued in 1988 by Mergenthaler Linotype Company, was used for the typography of the text.

The design of the stamp sheet The Compliment is the result of an educational project within the Graphic Design course of study at ArtEZ in Zwolle. PostNL previously collaborated with curator Nicole Uniquole and ArtEZ on a stamp design: the 2022 issue 250 years of King William I. Marijke Meester, Head of Graphic Design at ArtEZ: ‘This project ties in with our policy of working with outside partners and giving students the freedom to experiment. The design of the new international stamps for 2023 was worked on by 20 second-year students in groups of varying composition, guided by instructor Adam Oostenbrink.’

Escapism and Dutch Design
In the 2022-2023 programme year, Graphic Design students at ArtEZ worked on their assignments within the overarching theme of ‘escapism’. Meester: ‘For the stamp design, the students further explored this theme in small groups. A second theme was introduced especially for this project: Dutch Design, the title of PostNL’s stamp series. The students not only worked on the design within their own groups; everyone was also heavily involved in the other groups’ proposals. This way they all contributed substantially to the final result: the stamp sheet dubbed The Compliment. The sheet is therefore also a nice addition to everyone's portfolio.’

Two rounds
The groups of students presented their ideas to PostNL and Nicole Uniquole themselves. Based on their feedback, they further refined four concepts which they presented again in the next round. From all the proposals, The Compliment was chosen to be developed as the final design for the stamp sheet. Demi de Vries and Emma Wijnsma were heavily involved in this final phase. Both were second-year students at the time of the design project, but they are now in their third year.

The best compliment
The basic idea of The Compliment came from the students’ research into what Dutch Design really is. Emma Wijnsma: ‘In doing so, we also looked at what are considered to be typically Dutch characteristics. Among other things, we noticed that the Dutch are often good at explaining what is wrong, but less adept at telling us what is right. Hence, we chose compliments as the basis for the design. Of course, we tried all kinds of funny compliments – from “what a cute moustache is” to “that wrinkle looks good on you”. But “you’re simply yourself” was the most popular, perhaps because it is the best compliment you can get: that you are yourself.’

Poster by Crouwel
The research into the nature of Dutch Design also provided the inspiration for the image pattern on The Compliment stamps. ‘In our image research, we analysed designs by graphic designers such as Jan Bons, Dick Bruna and, in particular, Wim Crouwel,’ says Demi de Vries. ‘Crouwel’s 1963 poster for sculptor Etienne Martin’s exhibition at the Stedelijk Museum (Municipal Museum) was the impetus for the image pattern that now appears on the stamps. In one of the first design versions, we used the shapes on that poster in such a way that you could detect the number 3 in it, symbolising the year 2023 when the stamps would be released. In that phase, we worked with several designs for each stamp; later that was reduced to one design. The number 3 also disappeared from the stamps then.’

Game of Tetris
As with the text for the compliment on the stamp, many variations of the image pattern have been made. Wijnsma: ‘The pattern on the stamps symbolises the connection that compliments can create. But the creation is also a good example of how all students contributed to the final design. It was a challenging puzzle to aesthetically click together all the shapes in the pattern. If we got stuck, we would pass it on to another group and they would come up with another solution. Until it all fitted together in the ideal way, just like a game of Tetris.’

Clear and direct
From the start, the students chose ‘strong, rich and popping colours to create a fresh and cheerful image,’ De Vries explains. ‘After some experimenting, the framing lines were deliberately made robust. After all, they provide the connection between the areas. The Avenir font suits it well. We wanted a font without fuss that would fit well with the clarity and directness of the Dutch tradition of graphic design. The text is written in capitals, which best suits the simple and clean image pattern. The pattern continues on the sheet edge, but slightly differently. Here you can still recognise our earlier design version with the number 3.’

Nicole Uniquole
Nicole Uniquole, exhibition maker by profession, was closely involved with the design creation. And she is pleased with the result: ‘The students of ArtEZ University of the Arts were all very motivated and enthusiastic to be able to demonstrate their skills and give their imagination free reign. Collaboration with the group of students was exceptional from day 1. The ultimate selection was the concept of the compliment because the graphic elaboration of the stamp is beautiful and cheerful. In addition, the message imparts a good feeling. It’s a nice, and in my opinion much needed, contrast in these times of bullying and threats on social media and cancel culture.’

About the designers
Demi de Vries (Groenlo, 2004) and Emma Wijnsma (Kampen, 2001) have both been studying Graphic Design at ArtEZ in Zwolle since 2021.

About Marijke Meester
Marijke Meester (Purmerend, 1964) has been Head of Graphic Design at ArtEZ, University of the Arts in Zwolle, since 2017. In 1992, she founded Meester Ontwerpers, a design agency in Amsterdam with extensive experience in strategy, communication and complex challenges. The core team consists of Marijke Meester and Soejon Pet, reinforced by a flexible network of professional specialists in the field of communication and design. Meester completed her higher vocational teacher training in Amsterdam (drawing and handicraft) and her degree in graphic design at the HKU University of the Arts Utrecht, where she graduated with the highest honours.

About Nicole Uniquole
Nicole Uniquole (Amersfoort, 1968) develops high-profile exhibitions in historic locations, combining contemporary design with 17th-century art. Uniquole is known for, amongst other things, the biennial event Masterly The Hague, the Design & Dynastie, 250 Jahre Hofleben Oranien‑Nassau (Design & Dynasty, 250 Years of Orange‑Nassau Court Life) exhibition in Fulda (2022) the Royal Showpieces exhibition at Het Loo Palace (2014/2015) and Dutch Design - Huis van Oranje at Oranienbaum Palace (2012). She is also the initiator and organiser of the annual Masterly – The Dutch Pavilion at the Salone del Mobile in Milan. In 2021, Nicole Uniquole won Harper’s Bazaar’s Woman of the Year award for her tireless efforts on behalf of the contemporary art sector.