The Man Who Designed Spain

Rarely the work of a plastic artist —designer, creator of images…— is so important to think about the way in which a country defines a democratization process. The case of José María Cruz Novillo responds to this phenomenon in which the imaginary of the Spanish Transition is irremediably linked to his ability to express it through communication and marketing, also pioneering spaces in his moment of greatest professional success. Trained in design during the Franco regime and a pioneer in knowing New York communication theory, the work of this great plastic artist has managed to identify that social space through his work, but also to develop different conceptual art devices that put it on the height of the best representative artists of this trend in the last years of the 20th century.

Synopsis: Did you know that the logo of Correos, Renfe, the PSOE, the flag and coat of arms of the Community of Madrid, that of the National Police, the peseta bills from 1979 to 1985 , the emblems of Endesa, Repsol, La Cope, El Mundo and Antena 3 Radio, and the posters of El sur, La escopeta nacional and Cría cuervos were designed by the same person? José María Cruz Novillo redesigned the image of Spain while the country was being transformed. But his work does not end there.