During the 1939-1975 period there occurred in Spain a spectacular development of the chemical industry in general and in the pharmaceutical sector in particular. Along with the presence of the large multinational laboratories –Ciba Geigy, Sandoz or Roche– native companies like Uriach, Ibys or Alter were also active.
This growth was reflected not only in the variety of products but also in their graphic proposals. It could be said that the Spanish pharmaceutical sector counted from the beginning on the use of the services of the best designers of the time. Remember that the designers Pla-Narbona, Morillas, Huguet or Baqués worked for the laboratories J. Uriach and Co.
Such quality design with a high level of graphic experimentation as a means to connect with your target audience composed mostly of doctors who prescribed the drugs they knew through technical publications, brochures and commercial displays. The high level of creativity of the graphic proposals serve to circumvent ailments using metaphors, circumlocutions and evocative images. Connotative images using all too often surrealist resources.
Proof of the importance of this theme during this period is to be found in the fixed section of the PRAG magazine (see previous post) devoted to the graphic creations in this field since its very first issue.
The Alter Laboratories were founded in Madrid in 1939 by D. Juan José Alonso Grijalba covering, by the 60s, a wide range of antibiotics, antihistamines, or tranquilizers. For the communication of these products not only recognised graphic designers of the time like Cruz Novillo or Fernando Olmos collaborated, but also artists of the stature of Vaquero Turcios, Mompó, Molezún, Caballero, Farreras or Gabino.
2 comments
Lucinda
10/01/2013
Dear Emilio,
Thank you so much for your post.
As you well know I have kept now for almost 20 years my collection of reproduction proofs that I found abandoned in desks I rescued from the repro company’s offices when it closed in 1998 –if I remember correctly. Their headquarters were in what is now the Casa Encendida arts centre in Lavapies, Madrid.
Over the years I have framed many of these designs, approx. A4 in format printed on various types of paper stocks, decorated my studio and homes, and on other occasions they have made great gifts, often to foreign friends here in Madrid who are also creatives…
We have all wondered how such creativity came about? Who commissioned these works? Who possessed such vision with a great eye for seeing the visual and graphic potential of working with top designers and artists/illustrators of the time?
And wow what talented creatives they were! Today in 2013 the images stand the true test of time that any really “good” design must uphold, impactful and relevant.
Maybe someone knows more and can fill in the blanks, perhaps Pepe Cruz Novillo? I have in all a collection of almost 100 designs… ready waiting to be exhibited.
Warm regards and Emilio please keep up the great work in this blog!
Lucinda Morrissey
Shirish Kathale
14/02/2013
Dear Emilio,
Thank you very much for introduction to Pioneers.
Its great pleasure to see all this work done by Spanish designers, illustrators and artists.
I was just wondering whether we met at Kala Ghoda Art Festival in Mumbai during last week. If yes, then you must have seen my work, probablly I must have given you my brochure too.
Anyway thanks again for the mail and I loved your blog, you are doing a wonderful job. Because of you I got to see so many beautiful works of Spanish people and I really loved it.
All the best
keep posting
Shirish Kathale
Asst. Prof.
MIT Institute of Design
Pune,Maharashtra State,
India. 412201