Introduction and presentation by Pepe Cruz
Sergio introduces the guest, Pepe Cruz, CEO of Cruz + Cruz, and highlights the historical relevance of the studio in Spanish graphic design.
History and legacy of Cruz + Cruz
Pepe recounts the beginnings of his father, Cruz Novillo, in graphic design in 1958 and how his work created icons such as the logos of Correos and PSOE.
The importance of durability in brands
Pepe and Sergio explore how Cruz + Cruz's design philosophy avoids passing trends, allowing logos to endure over time.
Graphic design and the transition in Spain
Pepe explains how his father introduced the royal crown into the Correos logo during the democratic transition, marking a milestone in Spain's visual identity.
Relationship with other Correos studios and rebranding
Pepe narrates his experience collaborating with the Suma studio in the redesign of Correos in 2019 and the special invitation his father received as an "honorary postman".
The visual identity of the peseta and other iconic projects
They talk about Cruz Novillo's contribution to the design of peseta banknotes, a symbol of Spanish identity, and his presence in the Cruz + Cruz online store.
The "Animal Alphabet" and other iconic designs
Pepe shares the story of the animal ABC of Phosphors of the Pyrenees, a project of his father's from 1968, which became an international success and pioneer in geometric design.
Evolution of graphic design and technology
Pepe and Sergio discuss how new technologies, including artificial intelligence, have influenced graphic design, keeping a good conceptual idea as its essence.
Spanish Space Agency controversy
Pepe details how Cruz + Cruz won the Spanish Space Agency competition, only to see his design replaced in an unexpected twist, which raises a reflection on transparency in these processes.
The value of a well-designed brand
They talk about the importance of good design working in different formats, considering durability and sustainability, especially in large rebranding projects.
Collaboration with C. Tangana and La Guitarra Flamenca de Yeray Cortés
Pepe details the collaboration for the poster of the documentary film by C. Tangana, The Flamenco Guitar of Yeray Cortés , and how the design reflects the essence of the project.
Future of design and new talents
Pepe reflects on the future of design, the importance of comprehensive training and how designers must remain flexible and open to different disciplines.
Closing and acknowledgements
Pepe welcomes the opportunity to share his unique vision and highlights the importance of collaboration in design to achieve a successful and lasting project over time
