Those of us dedicated to the world of graphic design in Spain owe a lot to a group of people who, with virtually no past references and definitely no computer tools, were able to create the priceless legacy that was born from the first tourism and bullfighting posters, the first advertising agencies and the posters for the Civil War.
Posters from the Civic War
Tourism posters from the early 20th century
Since the 1930’s in Spain, artists began being used for commercial ventures and the world of advertising, creating the iconic brands like the Tío Pepe (by Luis Pérez Solero in 1935 for González-Byass), the bull of Osborne (designed by Manolo Prieto in 1960), Polil and Norit (both by Josep Artigas in the early 1950’s), the boxes of Pirineo matches (a collection design by José María Cruz Novillo and Fernando Olmos during the 1960’s) and the symbol of Tabacalera (by Juan Toribio in 1972). By putting professional images with these products, early advertising became part of the cultural heritage.
Poster for Tío Pepe by Luis Pérez Solero
Bull of Osborne by Manolo Prieto
Ad for Polil by Josep Artigas
Pirineo matches by Cruz Novillo
Special note should be made of the master Cruz Novillo, who was fundamental in pioneering modern design from branding (Repsol, Renfe, El Mundo, PSOE, Mail...) to movie posters, with his concept that “to design is to create”. And he received some of the most prestigious design awards grated in Spain (LAUS in 1978, National Design Award in 1997, AEPD 1993, 1995, 1996 and 2001, Medal of FAD Awards in 2006 and Gold Medal for Merit in Fine Arts in 2012).
Some of the logos created by Cruz Novillo