José María Cruz Novillo, a visionary of Spanish graphic design, redefined aesthetics and functionality through his work since the 60s. Born in Cuenca in 1936, he left an indelible mark on the visual landscape of Spain with designs that fuse minimalism and expressive clarity. In 1977, he revolutionised the image of Correos with a minimalist logo, marking a before and after in the country's corporate image. His redesign of the Renfe logo in 1987 and the peseta banknotes for the Bank of Spain are palpable examples of his genius and versatility, combining art, history and innovative design.
Cruz Novillo extended his influence through visual identities for entities such as the PSOE, the National Police Corps, and Endesa, visually communicating the essence of each organization. His collaboration on film posters with prominent Spanish directors added depth to the visual narrative of Spanish cinema. The documentary "The Man Who Designed Spain" explores his impact and legacy, underlining his role in redefining Spain's visual identity.
His legacy lives on at Cruz más Cruz, the studio he founded with his son in 2007, where he continues to influence design and architecture, recognised with the National Design Award for his contribution to Spanish design. Cruz Novillo not only created logos, but also established a visual language that defines the perception of brands and services in Spain, showing the power of design in the construction of national identity.
