Técnicas de Comunicación was a Spanish advertising and communications firm whose visual identity is remembered as a notable example of late-1960s graphic design. The mark is attributed to Francesc Guitart (1936-2020), a Catalan artist and designer who worked extensively in graphic design, art direction and photography alongside his better-known career as a painter and engraver. [1]
Design and History
The Técnicas de Comunicación symbol was originally designed by Francesc Guitart in 1969. [2] The logo is catalogued as a Spanish advertising brand mark and is described as featuring angular and striped forms with a three-dimensional shape. [2]
Guitart’s professional activity in graphic design, art direction and photography is documented in his own account of his career, which he described alongside his artistic work in painting and engraving. [1] He studied at the Escola d’Arts i Oficis de la Llotja, the Escola Massana and the Escola de Gravat i Litografia in Barcelona. [3]
Beyond this attribution and date, little verifiable documentation about the specific design brief, the agency’s history or any subsequent redesigns of the Técnicas de Comunicación mark has been preserved in accessible sources. The logo is primarily known today through design archives that catalogue it as a Spanish advertising brand from the late 1960s. [2]
Meaning and Symbolism
No official or primary source documents a specific symbolic meaning behind the Técnicas de Comunicación logo. The mark’s angular, striped and three-dimensional construction is visually documented, [2] but any interpretation of its intended meaning would be speculative. The design reflects the broader minimalist and functional direction that Spanish graphic design was taking in the late 1960s, a period when advertising agencies in Spain were modernizing their visual communication methods. [4]
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