When I was little I went with my mother to her work at the Paquito González printing house, located on San Esteban Street and I was fascinated with the birth of pages, books and posters for San Juan and various labels; I was far from imagining that for such purposes, a very particular profession was in charge of giving shapes and coherence to these products.

Those were the graphic designers, who were lacking in technology at the time. They sketched their ideas and shapes by hand, gathered the communicative elements of the message and finally took it to the letter and shape printer, cast in lead to be printed on paper or cardboard.

I can still remember the rhythmic noise of the great printing machines, the paper cutter and the bookbinder and finally, a songbook with the lyrics of some of the songs that were trendy in the 80’s and that the girls treasured to sing along with the radio.

The current trend

Years later, when my work was more linked to communication and the Office of the Historian was gestating one of its many public good campaigns, I was able to look closely and in a different way at designers; no longer in the printing press, but on the computer and it seemed to me a very beautiful and difficult act of creation.

I remember the young and talented designer: Yander Aguila, meeting with our team, looking for all the possible ideas and symbols to create the Ciudad que Vivo, Ciudad que soy campaign and I think about how much work and dedication each challenge like that takes.

According to theories, the role of the graphic designer in the communication process is that of encoder or interpreter of the message, he works on the interpretation, ordering and presentation of visual messages. His sensitivity to form as well as content must go hand in hand.

I believe that Yander is very sensitive and takes the essence of each message very seriously, that is why our teamwork has reached the public and if we have not achieved all the changes in behavior that we seek, for the good of our beloved city, at least an important part of its inhabitants cares for and admires it.

Celebration day

World Design Day is celebrated on April 27th at the initiative of the International Council of Graphic Design Associations. This association was founded in 1963 in the city of London.

The history of typography – and by a transitive nature, also the history of the book – is closely linked to that of graphic design.

When celebrating the anniversary, I believe it is appropriate to recognize the work of these artists, who from the San Esteban Printing Office, in a home workshop or from our institutions, translate ideas into images and forms, while influencing, educating and, above all, paying tribute to communicate heritage.

Translated by: Aileen Álvarez García