Visual culture and modern editorial design in Mexico: the case of Vicente Rojo (1932-2021)

In the historiography of contemporary Mexican design there are some characters and figures that embody and fully represent the idea of modernity in visual communication, one of those profiles is undoubtedly that of Vicente Rojo (March 15, 1932, Barcelona, Spain-March 17, 2021, Mexico City). In this article I will offer information on the main graphic and editorial projects in which he participated, based on the material analysis of the editions in the National Library of Mexico, as well as interviews I conducted with him during his lifetime, focusing on the visual characteristics of his work. Some of the questions I will try to answer are: where does Rojo's modernity lie, how is the discourse and the concept that he is a pioneer of modern Mexican design structured? Considering the above, after reading this article the reader will be able to understand the role and impact that Rojo has had in the configuration of the concept of modern Mexican design.