puertobookFINAL by Sara Allsopp

Publishing Information University Press Boston, MA ÂŠ 2010 Sara Allsopp 5 4 7 9 1 2 0 0 4 --

S M I T H S O N I A N

L A T I N O

C E N T E R

TABLE OF CONTENTS

Introduction & the history of DIVEDCO

DESIGNER SPOTLIGHT Rapael Tufino

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Lorenzo Homar

Tony Maldonado

Eduardo Vera Cortez

Isabel Bernal

Jose Melandez Contreras

Jose A. Rosa

Antonio Martorell

Jose R. Alicea

Carlos Marichal

index

Puerto Rico has had a long tradition of poster art,

however, it was not until the mid 1940s that silkscreen posters became an important form of artistic advertising for public health, education, and development programs. The formation of the Cinema and Graphics Workshop of Public Parks and Recreation (CGWPPR) in 1946, under the auspices of then President of the Senate Luis Muñoz Marín, established a connection between art, politics and the preoccupations with didactic endeavors. As an arm of the government, the CGWPPR, which became DIVEDCO in 1949, had a political and didactic agenda that constrained a purely aesthetic production, and at the same time created a space in which artists developed their craft. The creative incorporation of text and image, and the innovative use of typography and calligraphy, let to a refinement of the social, informational, and educational poster.

Early on, many of the artists associated with DIVED-

CO created the Center of Puerto Rican Art (CAP), an artist collective that promoted social justice. The success of the graphic arts workshop of DIVEDCO influenced other government agencies. In 1957 Lorenzo Homar was recruited to open the Graphics Workshop for the Institute of Puerto Rican Culture. The University of Puerto Rico inaugurated print workshops headed by José Antonio Torres Martinó and Carlos Marichal. DIVEDCO played a significant role in the early years of the Puerto Rican graphic arts by creating a niche for experimentation and training whose alumni would go on to launched numerous workshops.

what is

DIVEDCO? The Division of Community Education (DIVEDCO) was a Puerto Rican government agency under the Department of Education which was signed into law in 1949 by the first elected governor of Puerto Rico, Luis Munoz Marin. DIVEDCO was a social experiment which mirrored several of President Roosevelt’s New Deal programs such as the Works Projects Organization (WPA) and the Farm Security Administration (FSA). DIVEDCO was comprised of several divisions which specialized on programs aimed at educating the rural populations about Democracy, civil duty, health and conflict resolution. The main programs for the dissemination of these ideas were the film, graphic arts, and writer’s workshops. There was also the participation of musicians and composers who worked on

composing and recording of original music for the films. The members of DIVEDCO used a multi-faceted approach for their educational and didactic mission. There was a development of films for which there was the participation of writers from the Writers’ Workshop as well as the participation of filmmakers, and other technical personnel. The artists from the graphic worshops would create orginal silkscreens advertising the films. Many well known Puerto Rican artists participated in DIVEDCO and later came to have extraordinary careers in the arts. Lorenzo Homar, Rafael Tufino, Isabel Bernal, Antonio Maldonado, and many others helped make Puerto Rico one of the most important countries in the graphic arts in the world. This exhibit examines the interesting and intricate political.

RAFAEL TUFIÑO An artist known as the “Painter of the People” for his canvases and posters depicting traditional aspects of life on the island, Mr. Tufiño, who was born in Brooklyn and frequently returned to the city, was an important presence in New York, where he was a mentor to Puerto Rican artists and served as a bridge to Puerto Rico’s traditions and aesthetics. He was a founder of Taller Boricua, a workshop and art collective started in East Harlem in 1970, and was also influential in the establishment of El Museo del Barrio in that neighborhood. His work was the subject of a major retrospective at the museum in 2003. Mr. Tufiño’s art, which can be seen on posters throughout Old San Juan, presents scenes of daily life in Puerto Rico--work, dance, music and festivals--in bright, Fauvist colors. His paintings, including landscapes, interiors and

portraits, are in the collections of the Museum of Modern Art, the Metropolitan Museum of Art, the Library of Congress and the Galería Nacional in Puerto Rico. In 2003, he was given a lifetime achievement award by the National Arts Club in New York City. Born Rafael Tufiño Figueroa in 1922, he became interested in Puerto Rican traditions as a child in Brooklyn, where he often heard stories of life on the island from his mother and father. When, at 10, he moved to San Juan to live with his grandmother, his drew pictures of nearly everything he saw.

He created some of his best-known posters and prints during the ‘50s, many for government-sponsored literacy and hygiene campaigns. He also spent time in New York on a Guggenheim fellowship, and returned to the city in the 1960s, when he encountwered a generation of Puerto Rican artists particularly intent on exploring and celebrating their cultural heritage.

After serving in the Army Signal Corps in Panama during World War II, he went to art school in Mexico under the G.I. Bill. Returning to Puerto Rico in the early 1950s, he became a member of Generación del Cincuenta, a group of young artists dedicated to forging an aesthetic identity for the island.

Of the 316 posters in the collection, 64 are by Rafael Tufiño.

LORENZO HOMAR Born in the “Barrio” Puerta de Tierra of San Juan, Puerto Rico, is considered by many to be Puerto Rico’s greatest graphic artist. Homar inherited his love for the arts from both of his parents. His father was an arts promoter and his mother a pianist. He went to grammar school in San Juan. At a young age he moved with his family to New York. Because of the financial situation of his family, Homar quit high school and went to work for a textile factory. In 1931, he attended the Students Art League where he learned the art of drawing under the guidance of George Brant Bridgeman. Homar joined the jeweler House of Cartier in 1936 in New York as an apprentice designer. This was of great significance for his artistic development because during this time he studied engraving, drawing and history of design in a traditional workshop system. Furthermore, income from his position at Cartier allowed Homar to take night classes in painting, design and typography at Pratt Institute.

Of the 316 posters in the collection, 65 are by Lorenzo Homar.

TONY MALDONADO Studied with the master Rosado in Puerta de Tierra. Along with Rafael Tufi単o, went to Mexico to study at the School of Fine Arts. Both were hired by the DIVEDCO graphics department and are considered the best poster artists, along with Lorenzo Homar.

Of the 316 posters in the collection, 34 are by Tony Maldonado.

EDUARDO CORTEZ A prolific DIVEDCO illustrator, Eduardo Vera Cortezâ&#x20AC;&#x2122;s posters represent some of the best from Puerto Rico. He did not like to sell his work, and his favorite topics were stray dogs. He died in 2003 at the age of 88. Of the 316 posters in the collection, 29 are by Eduardo Vera Cortez.

El Puente A bridge under construction overpowers the composition of this promotional poster for the film, The Bridge. This is a later version of the poster originally printed in 1954. Inspired by a true story, and filmed with local, â&#x20AC;&#x153;natural actors,â&#x20AC;? it recounts the efforts of a small floodprone community. Neighbors organize themselves and collaborate to build a bridge to resolve their cronic problem. This documentary was shown in the Venice Film Festival and the Edinburgh International Film Festival where it was awarded honorable mentions.

L A N ER

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JOSE MELEDEZ CONTRERAS

Contreras studied in the United States with the best graphics teachers. A master of color, there was a high demand for his work as an illustrator. At DIVEDCO he worked with some of the best Puerto Rican graphic artists. Of the 316 posters in the collection, 17 are by Jose Melendez Contreras.

Juan sin Seso A highly modern minimalist composition and design, this poster advertising the film by the same name, relies on text to shop and form the illustration. Brainless John presents a profile of a man’s head wth a hollow space instead of a breain whose emptiness has been crammed with the ever-repeating words of the “propaganda” and “si” (“yes”). I ronically, the ffilm utilizes elements of propaganda to argue against it. This film was shown in 1960 in the Melbourne, Venice, and Edinburg Film Festivals.

JOSE A. ROSA Studied at the Gallery Campeche in the 1960s until his studies were interrupted for the military service. He was later rehired by Lorenzo Homar to work at the Institute of Culture. (ICP)

ANTONIO MARTORELL Martorel studied diplomacy until abandoning it for the graphic arts. He founded the workshop Alacrรกn and created some of his best posters at the Institute of Culture where he worked with Lorenzo Homar. (Puerto Rican Culture Institute, UPR) Of the 316 posters in the collection, 7 are by Antonio Martorell.

JOSE R. ALICEA A master engraver, Jose R. Aliceaâ&#x20AC;&#x2122;s skill is visible on posters, which are illustrated in the style of wood engravings. He illustrated the finest graphic posters which displayed popular themes. (Independent) Of the 316 posters in the collection, 7 are by Jose R. Alicea.

CARLOS MARICHAL Was born in Spain but settled in Puerto Rico, where his children also developed into artists. He was a set designer for theater and also designed the majority of the books and posters produced by the Puerto Rican Cultural Institute. Marichal designed huge posters that promoted the theater festivals of Puerto Rico, the Tapia Theater, and the Universidad de Puerto RIco (UPR). His daughter Flavia is now the Museo de la UPR curator. Marichal was a man of grand qualities, a person who did not take no for an answer, and was highly loved and respected by all of those that were close to him. Of the 316 posters in the collection, 7 are by Carlos Marichal.

INDEX

a Acevedo, Manuel Hernandez A master painter and supervisor of printing at DIVEDCO, Hernandez Acevedo was also a boxer, cobbler, singer and cook. He raised 18 children (17 boys), both biological and adopted. His work is in some of the most important museums in the world, and he is recognized as the master painter of Puerto Rico. Alicea, Jose R. page 22 Alvarez, Velázquez Velázquez Alvarez worked in an independent workshop.

b Bernal, Isabel page 15 Biaggi, Julio Julio Biaggi’s work had a brief run in the Galleries of San Juan. He designed many posters that promoted his exhibits. Nowadays, Biaggi resides in the United States (independent workshop). Blanco Blanco worked as an artist in an independent workshop.

C Cajiga, Germán Germán Cajiga was born in Quebradilla and was protected during the 1950s by the Governor Luis Muñoz Marín, who assigned him to work as a student at DIVEDCO. While studying there, he became interested in the silk-screen printing process known as serigraphy. He has an extensive traditionalist collection (DIVEDCO). Carrión, Antonio Antonio Carrión worked in DIVEDCO and studied at the Galería Campeche since 1961. He has worked for Citibank Bank making drawings for their computer courses from 1964 through 1968. In DIVEDCO, he worked as a Silk Screen technician printing posters. He was also in charge of many drawing projects. Casiano, Angel Angel Casiano worked at DIVEDCO in the department of Cinema and occasionally illustrated posters for their presentations. Casiano wanted to instill “Tropicalismo” as a new art movement that represented a particular Puerto Rican identity. Contreras, Jose Melendez page 16

XEDNI

c Cortez, Eduardo Vera page 12 Cruz, Hernández A great artist whose main focus was the abstract style of his work, Hernández Cruz was the director of the Museum at the Universidad de Puerto Rico (UPR). He now has a great atelier in a well-known location where a vast collection of his works is housed. Cruz designs the posters promoting his own exhibits. (UPR)

Dávila,Hector

Echevarría, Eusebio

Although Hector Dávila’s journey through the graphic design workshop was brief, he produced posters that became the inspiration for artists in other independent workshops. (Independent workshop)

As a painter and poster illustrator, Eusebio Echevarría developed his own style and focused on native indigenous themes. He developed a small workshop in his house and despite living in poverty, he overcame this and developed many posters that are now part of various important collections throughout Puerto Rico. (Independent workshop)

Del Valle, Julio Rosado Know as the master of masters when it comes to expressionist design, Julio Rosado Del Valle has painted an extensive and interesting variety of works between his stays in Barcelona and Puerto Rico. He is one if the most sought after artists in Puerto Rico, and he was one of the first to design posters for DIVEDCO. Rosado Del Valle married Governor Luis Muñoz Marín’s daughter (DIVEDCO).

Frasconi, Antonio

GoitĂa, David

An excellent graphic artist, Antonio Frasconi designed many posters for his own exhibits alongside the master Lorenzo Homar (DIVEDCO).

David GoitĂa was an insatiable painter, a master in tracing, a great illustrator and a friend to all. Most of his graphic work was designing for the Tourism Department. His main focus was Taino themes and Puerto Rican folklore. His exhibits were seen in the best galleries in the country, and many of the students in his workshop are some of the best artists that Puerto Rico has today.

h Homar, Lorenzo page 7

Irizarry, Carlos

Leonel

As an artist whose greatest knowledge lies in portrait making, Carlos Irizarry displayed his best work through giant portraits of great Puerto Rican characters such as Roberto Clemente, Luis A. Ferré, etc.

Leonel is a graphic artist known for designing the poster featuring Roberto Clemente (Independent workshop).

M Maldonado, Tony page 8 Marichal, Carlos page 25 Martorell, Antonio page 21 Moreira, Rubén Rubén Moreira was one of the most demanded artists in the United States. He was the darftsman of El Principe Valiente and Tarzán. Upon his retirement, he settled in Puerto Rico where he designed many posters for DIVEDCO. In addition, he also designed many drawings that illustrate the history of our country.

López, E. E. López worked as an artist in an independent workshop. Lopito Lopito worked as director of his own advertising company. His life was cut short when his private airplane crashed in 1998.

Nina

Ortiz, JosĂŠ Antonio

Rechanny

JosĂŠ Antonio Ortiz worked in an independent workshop.

Known as a master amongst the great artists, Rechanny had a great personal painting style that led him to design his own posters. His works can be seen in the best art collections of Puerto Rico (independent workshop). Rivera, Carlos Raquel Worked for DIVEDCO until his death in 1996. Rosa, Jose A. page 18 Rosario, F. F. Rosario worked at an independent workshop Rubio, Carlos Carlos Rubio is a sculptor and professor at UPR who designed his own posters advertising his art exhibits. (UPR)

Salgado, E.

Tufino, Rapael page 4

E. Salgado worked as an artist in an independent workshop. Sambolin, Nelson A professor of graphic arts at the University of Puerto Rico (UPR), Sambolin still maintains a working studio at his residence in Rio Piedras. (UPR) Santiago, Julio Born in Bayamón, Santiago died young but not before creating a beautiful body of work. Sobrino, Carmelo Carmelo Sobrino was born Carmelo Martínez Arroyo in Manatí, Puerto Rico in 1948. He studied with Oscar Colon Delgado in Hatillo and later in the School of Plastic Arts of the Institute of Puerto Rican Culture in San Juan. In 1968, he founded the Alacran studio with fellow artist Antonio Martorell and in 1970 his own Capricornio studio in Santurce. He worked as an engraving professor in the Art League of San Juan, the Casa Candina and the University of Turabo in Caguas.

V Villafañe Villafañe designed a prototype poster for Antonio Carrión’s exhibit and also worked in DIVEDCO as a scholar of graphic design. Viviana Viviana worked as an artist in an independent workshop.