On the “beginnings” of Peruvian Graphic Design: Between Foreign Tradition and the Persistence of Local Influences

Abstract

Official Peruvian historiography has consistently pointed to the late 1950s as the early years of professional graphic design in Peru. Characterized by the commercial expansion of the country’s major economies, the decade also saw the arrival of foreign graphic artists in Lima and the emergence of educational institutions linked to the teaching of the discipline. Thus, approaches to these “early years” have primarily prioritized the “modernizing” narrative of foreign influence as part of its consolidation as a professional practice and have overlooked other traditions such as pre-Columbian influence or the predecessor work of great artists such as Elena Izcue and Julia Codesido.

Undoubtedly, the presence of advertising agencies in the mid-20th century and the arrival in Peru of designers, mainly from Switzerland, contributed to the professional development of a first generation of Peruvian graphic designers, who not only developed graphic visuals for companies and brands, but also incorporated new references and techniques into their practice.

Based on five interviews with some representatives of this “first generation,” this article explores the importance of foreign tradition for the development of professional practice and also analyzes the presence of pre-Columbian influence in their work. The text concludes that most of the interviewees highlight foreign influence —specifically from the Swiss tradition—as the starting point for professional practice in Peru; however, they also note the importance of pre-Columbian tradition, which is mainly utilitarian for their work.