Artistic Manifesto

Manifesto to «IDENTITY» Exhibition ( Ireland 2020)

Human beings always create a belief system, their own social configuration. That for me is the identity, a set of beliefs, experiences, and environments that forget who we are, often transforming because we are constantly growing. We devolve looking to transcend, to live with the desire to leave a mark, to dream that our existence can change the environment. 


To be able to build an identity it’s necessary to turn to the past to learn from it, to analyze our present to build a future. But even with the passage of time, the essence will remain the same, the desire that began with it, formation of identity, our own voice.

Manifesto Summer 2020

It all started when I asked the question: Tell me the name of 3 women painters who are not Frida Khalo, Leonora Carrington, or Remedios Varo. I was surprised by everyone’s reaction when I didn’t know what to answer, I kept asking questions, asking to be mentioned 3 examples of women in other branches such as fashion, entrepreneurship, literature, art, etc. Nobody knew what to tell me, as a designer and visual communicator I felt the need to inform, to do something about it, even the most fervent advocates of the new communications revolution still do not fully understand the close relationship between communication and culture.

I remember very much a phrase of Immanuel Kant «thoughts without content are empty thoughts and intuitions without concept are blind intuitions». Graphic art is a complex and dynamic discipline. With a wide range of influences and very diverse «skills», their teaching and learning are interesting.

However, if the basic concepts and processes involved are not understood, their study becomes creative.

Styles and fashions come and go, they are driven by technology and the spirit of the times, but some become forms and approaches that mark the historical era either in design or art, hence the memorable icons or characters. Although in these times many choose to create digital content we have to emphasize the importance of thinking about graphic art as a means of communication. The artist has to stop thinking about drawing for the sake of drawing because you only generate empty content.

Going back to the history of art. A fundamental subject that many people overlook. As creatives at some point we have to review this Zeltgest, since its vestiges, evidence of work that has marked society, and our duty as contemporary artists our duty is to reflect the current era. Personally, I see it as a formula: Idea + Purpose = Design or art with a message. Every work is influenced by its context and history. The origins of culture are deeply rooted in art, crafts, and architecture. Artists through time use this discipline to manifest themselves or generate some kind of collective consciousness.

But what does all this have to do with my initial question?

Simple, if culture is, as the anthropologist Clifford Geertz says, «the web of meaning»  that we weave about ourselves, then communication – language, art, music, dance, sculpture, film, recordings, software – are the tools that we, as human beings,  use to interpret, reproduce and transform those webs of meaning. The design came into the 20th century as the solution to the excesses of the industrial revolution on the conception of communication in society.  To the resolution of problems of communication, use satisfaction as opposed to others that privileges the tendencies of the moment in the habits (products, communications, etc) in the consumption. The designer must have the basic skills to gather information and visualize it in a way that is effective, not only for the medium where it will be used but also for the audience that will have access to it. Communicate an idea.  Aesthetics is a form of expression that seeks to merge the intuitive with the environment through a discourse. Make a change through design where details make a difference with aesthetics and art.

The arts seek to represent, through different means, the universe of human concerns, whether real or imagined, through the use of symbols or allegories.

The expression art is also used to refer to all those manual processes that require the application of specific rules or techniques, oriented to the enjoyment of the senses. It is also used to indicate the capacity or ability to do something with excellence and expertise. Likewise to refer to something that must be well done or something that must be learned or done with attention and care.


The fine line between art and design

Art is created by the artist as an expression of himself and for his own enjoyment. The designer creates something functional commissioned, usually by a client.  Art is interpreted while the design is understood. It may be that the only thing they share is aesthetics, trend, and symbolism, but not technique or meaning. The artistic is linked to the act of creation.

Costa defines design as a functional expression, as an activity that uses art to communicate and solve a problem. Art, on the other hand, raises questions about life, the world, especially our ideas, society, values, and the human mind. They may not be the same, but in essence design and art share color, geometry, line, and dot, the nature of the sign. In the end, its purpose is to generate a positive or negative impact on such a degree of influence.


Art generates attention and experiences, design simplifies a message in a clear way. For example, if a person is moved by Piet Mondrian’s «Composition II» then he will have responded «successfully» to the artistic work.

But if a person is able to clearly describe the characteristics of a millennium thanks to a Pictoline illustration, then he is responding to the purposes of the design. In the end, design and art have the same purpose: to create iconic results and generate well-being through creative solutions. Consider each project as a work of art. It is not just creating something new, it is going further, making a change in the life and routine of users through design and art applying culture and history.