[1][2] It was founded by Jacob Pieter van den Bosch, Herman Hana, Klaas van Leeuwen, Theo Molkenboer, and Willem Penaat.

Many founders were also interested in the changing focus of design to a new age of "truth, honesty, and realism" in the new century.

Founder Willem Penaat focused on artistic ownership and copyright.

The group went on to organize two shows at the Stedelijk Museum specifically on advertising art, the first in 1917 and again in 1935.

disbanded in 1941 to avoid the compulsory membership of the Nederlandsche Kultuurkamer, the institute created by the German occupying forces during World War II.