Dream of Clarity shows the development of house styles in the Netherlands between 1960 and 1975. During this period, house styles grew from a marginal phenomenon to an indispensable element in the presentation of companies and institutions. Many well-known corporate styles were designed by the design firms Total Design and Tel Design, pioneers in this field in the Netherlands, with Wim Crouwel and Gert Dumbar as their main representatives, respectively. According to them, corporate styles were a form of "good design" and contributed to the common good. At the same time, Total Design in particular also saw corporate identities as a form of visual efficiency, thus adhering to the prevailing modernist design views and the belief in progress in the 1960s. During the 1970s, companies saw corporate identities primarily as a way to improve their image. The English design firm Allied International Designers, also active in the Netherlands, was aware of this earlier and took advantage of it. On the basis of case studies such as KLM (1963), PAM (1965), AH (1966), NS (1968), DSM (1969) and the PTT (1981), this richly illustrated book examines the development of several notable corporate identities and design agencies in the Netherlands. Much attention is paid to decision-making processes within companies and views of designers.