Publication: "El Sol" de Miró, imagen de España como destino turístico
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2019-03-06
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Universidad Complutense de Madrid
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Abstract
Admirada y reconocida internacionalmente El Sol de Miró fue la obra elegida por las autoridades para ser la imagen de España como destino turístico en 1983, época en la que el país estaba de moda dentro del panorama internacional. La Administración dio un golpe de efecto ofreciendo un diseño que rompió con los cánones establecidos, abriendo un lenguaje nuevo. Para ello contó con el artista catalán, de cuya obra se extrajo un elemento solar con el que se creó un logotipo turístico de los más famosos a nivel mundial, modelo de imitación que cambió la percepción sobre España. Se buscaba identidad, para conseguirlo se utilizó el arte, y también se instauró una profesionalización y estructura más sólida de la industria turística. La imagen, una de las más importantes figuras del particular universo de signos del autor mediterráneo, fue capaz de mostrar el recurso principal del turismo en España y alcanzar un alto grado de reconocimiento con el país. Un trabajo memorable, pionero en la promoción de un destino nacional. Su carácter abstracto y calidad gráfica marcaron parte del éxito. A la magnitud de Joan Miró se une su capacidad creadora. Sus obras disponen de múltiples elementos que reúnen los requisitos de un símbolo, dentro de la imagen de marca de las empresas, una vez se le da el adecuado formato...
Admired and recognized internationally, El Sol by Miró was chosen by authorities to be the image of Spain as a tourist destination in 1983, at a time when the country was in vogue, making way in the international scene. Central Government took effect offering a design that broke with the established canons and opened a new language. Catalan artist was required for this. A solar element was selected from his work which became in one of the most famous tourist logo worldwide, imitation model that helped the rest of the world look at Spain with different eyes. Identity was sought, politicizing art, and a professionalization and stronger structure for the tourism industry too. The image, one of the most important figures from the particular universe of its mediterranean author, showed Spain´s main tourist resource and achieve a high degree of recognition with the country. A memorable work, pioneer in the promotion of national destiny. Its abstract forms and graphic quality were part of the key success. The magnitude and important of his art joins his creative capacity. The work of Joan Miró includes many elements which meet the requirements of a logo or brand, once they are given meaning. This is confirmed by examples like this...
Admired and recognized internationally, El Sol by Miró was chosen by authorities to be the image of Spain as a tourist destination in 1983, at a time when the country was in vogue, making way in the international scene. Central Government took effect offering a design that broke with the established canons and opened a new language. Catalan artist was required for this. A solar element was selected from his work which became in one of the most famous tourist logo worldwide, imitation model that helped the rest of the world look at Spain with different eyes. Identity was sought, politicizing art, and a professionalization and stronger structure for the tourism industry too. The image, one of the most important figures from the particular universe of its mediterranean author, showed Spain´s main tourist resource and achieve a high degree of recognition with the country. A memorable work, pioneer in the promotion of national destiny. Its abstract forms and graphic quality were part of the key success. The magnitude and important of his art joins his creative capacity. The work of Joan Miró includes many elements which meet the requirements of a logo or brand, once they are given meaning. This is confirmed by examples like this...
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Tesis de la Universidad Complutense de Madrid, Facultad de Geografía e Historia, Departamento de Historia del Arte, leída el 16/11/2018