Discover ten great logos designed by Pepe Cruz-Novillo

AVE train

Pepe Cruz-Novillo He is one of the most important and recognized graphic designers in Spain, and a reference in the international arena. His work ranges from corporate identity design, to editorial design, poster design, the design of coins and banknotes, or the design of sculptures and works of art.

He has created some of the most emblematic and enduring logos in the history of Spain, which are part of the collective memory and visual culture of the country. In this article, We are going to show you ten great logos designed by Pepe Cruz-Novillo, and we are going to tell you its story, its meaning and its impact.

Repsol, the logo of energy and movement

repsol building

The logo of Repsol, the Spanish oil company, is one of the best known and universal by Cruz-Novillo. It was created in 1987, when the company merged with other companies in the sector and needed a new image that reflected its expansion and diversification.

The logo consists of a rectangle divided into four equal parts, each one a different color: red, orange, green and blue. These colors represent the four elements of nature: fire, earth, air and water, and also symbolize the variety of Repsol activities and products. The company name is written in white on the rectangle, with a simple and modern typography.

The Repsol logo is an example of simplicity y effectiveness, which conveys an image of solvency, innovation and commitment to the environment. In addition, it is easily adaptable to different media and formats, as can be seen in its applications in service stations, vehicles, uniforms, advertising, etc.

Cope, the logo of communication and plurality

Person on radio Cope

Cadena Cope, one of the main radio stations in Spain, also trusted Cruz-Novillo to design its logo in 1989. The result was an image that combines the tradition and modernity, and that reflects the values ​​of the chain: closeness, professionalism, plurality and quality.

The logo is made up of two elements: the name of the station, written in capital letters with a classic and elegant typography, and a red circle containing the acronym COPE in white, with a more current and dynamic typography. The red circle evokes the shape of a microphone, the basic instrument of radio, and also suggests the idea of ​​unity, cohesion and communication.

The Cope logo is an image that has known adapt to changes and new technologies, maintaining its essence and personality. It is a logo that identifies the network and its listeners, and that has become a reference in the Spanish radio scene.

PSOE, the logo of politics and socialism

Socialist party logo

The Spanish Socialist Workers Party (PSOE), the oldest political party in Spain, also turned to Cruz-Novillo to renew its image in 1977, after the death of Franco and the beginning of the Democratic Transition. The designer created a logo that expressed the cultural,  and esperanza that the party represented for Spanish society.

The logo consists in a clenched fist holding a red rose, on a yellow background. The fist symbolizes the strength, struggle and solidarity of workers, while the rose represents beauty, peace and freedom. The yellow background provides luminosity and contrast, and alludes to the color of the Spanish flag. The name of the party is written in lower case with a rounded and friendly font, which softens the image and makes it more accessible.

The PSOE logo is an image that has endured over time and that has accompanied the party in its most important moments, such as the first democratic elections, the governments of Felipe González and José Luis Rodríguez Zapatero, or the motion of censure that brought Pedro Sánchez to the presidency. It is a logo that has transcended the political sphere and that has become a symbol of the history of Spain.

Correos, the logo of correspondence and modernity

Wagon with the postal logo

Post, the public company in charge of the postal service in Spain, also trusted Cruz-Novillo to design its logo in 1977. The designer created an image that reflected the modernization and efficiency of the company, which faced the challenge of adapting to the new demands and needs of society.

The logo is based on a very simple but very significant element: a bagpipe, the wind musical instrument that was formerly used to announce the arrival of the mail. The bagpipe is represented with a geometric and stylized shape, composed of a yellow triangle and a blue circle. The triangle symbolizes speed, direction and precision, while the circle represents continuity, security and trust. The name of the company is written in capital letters with a sober and functional typography, which accompanies the symbol without taking away its prominence.

The Correos logo is an image that has evolved over time, incorporating small changes and improvements, but maintaining its essence and identity. It is a logo that has been able to transmit the values ​​and quality of the company, and that has become an icon of Spanish graphic design.

Banknotes, the logo of the economy and culture

1992 peseta bill

Another of Cruz-Novillo's most relevant and recognized works was the design of the Bank of Spain banknotes, which were issued between 1982 and 1992, and which were the last before the arrival of the euro. The designer was in charge of creating a series of banknotes that reflected the culture and diversity from Spain, and that were at the same time safe, functional and aesthetic.

The banknotes were inspired by illustrious figures in history, Spanish literature, science and art, such as King Juan Carlos I, the writer Miguel de Cervantes, the painter Diego Velázquez, the mathematician Pedro Nunes, the architect Antoni Gaudí or the painter Maruja Mallo. Each bill had a predominant color, which was associated with the value and the character, and which made it easier to identify and classify. The banknotes also included graphic elements related to the character and his time, such as portraits, coats of arms, maps, works of art, etc.

The bills designed by Cruz-Novillo were bills that they enriched the cultural and visual heritage of Spain, and that contributed to disseminating and honoring its most prominent figures. They were banknotes that became part of the daily life of the Spanish people, and that are still kept as collector's items today.

Flag of Madrid, the logo of identity and the city

Flag of the community of Madrid

The flag of the Community of Madrid, the region that encompasses the capital of Spain and other municipalities, was also designed by Cruz-Novillo in 1983, when autonomy was created. The designer created a flag that represented the identity and singularity of the region, and that was both simple and elegant.

The flag is made up of two elements: a crimson red background, which is the traditional color of Madrid, and a shield in the center, containing seven white stars on a blue field. The stars symbolize the constellation of the Big Dipper, which according to legend guided the first settlers of the region. The shield also includes two castles, which represent the two provinces bordering Madrid: Guadalajara and Toledo.

The flag of Madrid is a flag that has unido to the people of Madrid and who has expressed his pride and his belonging to the region. It is a flag that has flown in public buildings, in sports celebrations, in social demonstrations and in historical moments of the community.

Other important logos

Telefónica, network company

  • Antenna 3: Antena 3, one of the main private television networks in Spain, also had Cruz-Novillo to design its logo in 1989, when it began broadcasting. The designer created an image that reflected the freshness and diversity of the chain, which was presented as an alternative to public ones.
  • Telephone: Telefónica, the leading telecommunications company in Spain and in several Latin American countries, also trusted Cruz-Novillo to design its logo in 1984, when the company was facing a process of modernization and expansion. The designer created an image that represented the technology and connection the company offered, yet was both simple and memorable.
  • BIRD: El Ave, Spain's high-speed train service, also counted on Cruz-Novillo to design its logo in 1992, when the first line was inaugurated between Madrid and Sevilleto. The designer created an image that reflected the speed and convenience the service offered, while being both attractive and distinctive.
  • El Mundo: El Mundo, one of the most read and prestigious newspapers in Spain, also turned to Cruz-Novillo to design its logo in 1989, when the newspaper was founded. The designer created an image that expressed the information and current affairs offered by the newspaper, and that was both sober and striking.

A legend of the medium

Link to the antenna3 page

Pepe Cruz-Novillo is a genius of graphic design, which has created logos that have marked the history and culture of Spain. His logos are works of art that combine simplicity, elegance, originality and meaning, and that have been able to adapt to the changes and needs of each era and each client. In this article, we have reviewed ten of his most emblematic logos, which show us the riqueza and diversity of his work, and that invite us to admire and learn from his talent and mastery.

In addition to these ten logos, Pepe Cruz-Novillo has designed many others that also deserve to be mentioned, such as those of Renfe, Iberia, Endesa, Banco Santander, El País, RTVE, or the Spanish Constitution. All of them are testimonies of his creativity and versatility, and its ability to create images that communicate and that excite. Pepe Cruz-Novillo is, without a doubt, a reference in Spanish graphic design, and an artist who has been able to capture his vision and style in each of his logos.


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