Belgian graphic designer Jelle Jespers spent 12 years researching Argentine graphic design from the 1940’s tot the 1970’s, focusing on printed materials related to art, poatry, architecture, and design. Collaborating with Andrea Gergich – who provides historical and conceptual framing -the book delivers a visually rich and intellectually sharp exploration of a field in transition.
The story begins in the 1940’s, when Argentine graphic design started to shift away from its roots in graphic tradition and embrace the principles of modern European design. A pivotal moment arrives in 1951 with the founding of Nuevo Visión, a magazine inspired by Laszló Moholy-Nagy’s Bauhaus concept of “The New Vision”, advocating the integration of visual arts and design in conformation under Tomás Maldonado’s direction. During the 1960’s, Argentine design flourished with eclective, innovative styles driven by figures like Rubén Fontana, Juan Carlos Distéfano, and Edgardo Giménez, influenced by contemporary art and evolving printing techniques. In the 1970’s, while art was strongly influenced by Jorge Glusberg’s CAyC movement, design became more conceptual, integrating visual language with critical discourse.
Featuring catalogues, invitations, and publications,, this curated selection traces design’s evolution from artisanal craft to professional discipline. Typography serves as a connective thread, revealing intersections of aesthetics, discourse, and culture – offering not just a timeline, but a vivid narrative of design as a cultural force.
