Pla-Narbona was “entrusted with the responsibility of creating the visual personality” of the Spanish company Industrias Cosmo, as can be read in his magnificent and original Manual of Corporate Identity edited in 1969. This manual in its first part consisted of texts written by Will Burtin, Daniel Giralt-Miracle and the very Pla-Narbona, titled “Reflections on the principles and circumstances that create the necessity for a visual personality in the company”. Pla-Narbona proposes, in this introduction, his manner of understanding what we now call visual identity: “First I must say that I consider that the company image is the nucleus of any project, for its synthesis in the viewer’s memory, it acquires an all-important value and suggestive efficiency. That is why, therefore, I deduce that it demands an economic use of line and a simplicity far removed from any ornamentation. Because the constant lines, overly ornate and with a mimetic personality, too often with great aspirations, inevitably lead to confusion which we must never forget, soon lack interest, with the consequent loss in all respects, and which, in rejection, is the opposite pursued in all communication”.
With regards to the advertising and products, the Spanish National Prize 2004, said: “To advertise or, to be more precise, calling people’s attention through advertising means doing what others do not do. Doing what others do not do supposes in principle, as well an axiom, creates different arguments and images, opposed to people’s normal way of thinking and acting. This law of opposition, then, must constantly be present in the spirit of those who, in the complex mechanism of modern advertising, acquire the responsibility of creating images which singularize and at the same time arouse interest in the product or services presented. This singular axiom of doing what others do not do is, what operates inversely, cancels all the concepts that were yesterday valid”. This corporate identity manual, designed by Pla-Narbona, a publication exquisitely resolved in its presentation form and in the materials used for its printing, by Industrias Gráficas Francisco Casamajó, admirably collates Pla-Narbona’s theories applied to the necessities of Industrias Cosmo.