Title: Diseñando México 68 :
Authors: Ortega, María Josefa.; Ragasol, Tania.; Museo de Arte Moderno (Mexico)
Date: 2008
Publisher: Museo de Arte Moderno, Instituto Nacional de Bellas Artes :
Physical description: 231 pages : illustrations (chiefly color) ; 31 cm
Language: Spanish
LC class: G
Abstract: Focus of this work is the rich visual identity that arose in graphic art, fashion, urban design/architecture and design that resulted from the Olympic Games that Mexico hosted in 1968. The famed architect, Pedro Ramírez Vásquez put together a team of nearly 400 professionals from Mexico and abroad to develop an ambitious graphic communications program. Through the divisions of Urban Design, under architect Eduardo Terrazas, and Publications under Beatriz Trueblood, the Organizing Committee implemented a wide-ranging strategy of visual positioning and a massive program of printed materials, all based on a sophisticated aesthetic that combined an expressive contemporary look with strong references to Mexico's folk and indigenous art traditions. The result was a visual system like nothing ever seen before on symbols and pictograms for every event and service. The author maintains that this event marked the birth of contemporary design in Mexico.
Contents: reto expositivo / Tania Ragasol -- Lo que podemos hacer / Pedro Ramírez Vázquez -- México 68: un progrmaa de marca / Eduardo Terrazas -- Diseñando México 68: una indentidad olímpica -- Ambientación urbana = Urban design -- Epopeya gráfica = Graphic epic -- Memorabilia olímpica = Olympic memorabilia -- Impacto publicitario y apropiación ciudadana = Publicity impact and public appropriation -- Identidad gráfica = Graphic identity -- Cronología 1968 = Cronology 1968 -- Documentos de época = Vintage documents -- An expositive challenge -- What we can do -- Mexico 68: a program of brand.