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Cruz Novillo: Logos

October 16, 2017


Although the focus is on Cruz Novillo’s logos, he found recognition in a varied career as an artist, sculptor, graphic designer, publisher, and illustrator. Born José María Cruz Novillo in Cuenca, central Spain, in 1936, Cruz Novillo first studied law before, in 1957, beginning a career as a cartoonist at Clarín Advertising in Madrid.

Shortly after, he would begin to work in the field of industrial design at SEDI, years later promoting one of the first Spanish magazines that specialised in design, ‘Temas de Diseño’, whose editor was the architect Miguel Durán Lóriga. In 1963 he was selected to form part of the team of artists for the Pavilion of Spain at the world fair in New York. By 1965 he had reached the level of creative director and abandoned Clarín, opening his own design studio, where he created the corporate identities of many of Spain’s national institutions and companies.

His work is now so ubiquitous that it has become part of the fabric of visual culture in his native Spain. He was responsible for the identities of many public services including the post office (Correos), national police (Cuerpo Nacional de Policia), railway system (Renfe), and even the Peseta banknotes.

Cruz Novillo logo book
Quinto Centenario logo, to mark 500 years since exploring America, 1981.
Cruz Novillo logo book
Identity for TV channel TVE 1, 1981.
Cruz Novillo logo book
Icons for Madrid bar Font Romeu (left) and restaurant Ruperto de Nola (right), 1971.
Cruz Novillo logo book
Shield for Spain’s national police service, 1986.
Cruz Novillo logo book
Logos for Cines Luna, a cinema group in Madrid.
Cruz Novillo logo book
Logo for the Spanish Socialist Party, 1977.

Cruz Novillo: Logos is published by Counter-Print. Copies are available for £19.50.

Designed by: Leterme Dowling

Size: 205 x 210mm

Pages: 368

Publication: 2017

Binding: Softbound book with belly band



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