The Era of the Graphic Artists

With the start of Uriach’s own product production and distribution during the postwar period, moving away from foreign products, the company turned to a group of promising artists whose innovative advertising helped boost sales of these new products. These artists ushered in a period that, due to its significance, would later be known as the ‘Era of the Graphic Artists,’ a movement led by pioneers such as Josep Pla-Narbona and Josep Artigas, among others, who transformed visual communication in Spain and contributed to the professionalization of the advertising sector. This movement encompassed not only advertising design but also editorial work, poster art, and corporate identity. This collection reflects a period that produced works of great value and created a visual legacy that would inspire future generations of designers.