Con mirada de diseñadora gráfica

An initiative created to give visibility to female graphic designers in Catalonia and to give them the recognition they deserve. This project has so far included a traveling exhibition, a round table within the Interferències cycle at BAU, participation in the III Symposium of the Design History Foundation and publication of a paper in the PAD Journal.

“Con mirada de diseñadora gráfica” aims to give visibility to female graphic designers in Catalonia in order to give them the recognition they deserve. The project is framed within the research lines of Historical Memory and cultural construction of art and design, and Gender of GREDITS. The aim of this project is to promote activities in favour of gender equality within the university, based on the Organic Law 3/2007 of March 22, 2007 regarding the effective equality of women and men, referring to one of the three areas of action: that of research. The principle of gender equality cannot be guaranteed if the documentary sources available to researchers and lecturers do not reflect the female presence. However, throughout history a sexist and patriarchal collective imaginary has been perpetuated – and this situation must be reversed.

It is also worth bearing in mind that one of the 17 goals set out in the 2030 Agenda for Sustainable Development – specifically the 5th – aims to achieve gender equality and the empowerment of women and girls. The Plan, approved by UN member countries in 2015, considers it essential to promote gender equality in all domains in order to achieve a healthy, prosperous and sustainable society, without gender differences. In the academic sphere, there is still much to be done to achieve this goal within nine years. Therefore, facing a challenge like this responds to the need to make a stand and take action; a real social transformation through which a better world without gender inequalities can be achieved.

Regarding the project “Con mirada de diseñadora gráfica”, the first action carried out has been a traveling exhibition “Diseñadoras gráficas”(Female graphic designers), the result of collaboration with the research group of Gender Studies: Translation, Literature, History and Communication (GETLIHC) of the UVic-UCC. Inaugurated on June 14, 2019, at the Casino de Vic, “Diseñadoras gráficas” has been conceptualised and designed as a tribute and recognition to the pioneering generation of women who dedicated themselves professionally to graphic design in Catalonia. A selection of twelve designers, born between 1940 and 1950: Toni Miserachs, Loni Geest-Tone Høverstad, Pilar Villuendas, Mercedes Azúa, Tere Moral, Carme Vives, Tere Martínez, Ana Zelich, Mont Marsà, Xeixa Rosa, Ana de Tord and Pati Núñez. This first important group of female graphic designers emerged from the pedagogical and professional design centres of Barcelona and entered the professional world between the 60s and 70s, opening the path of the profession to future generations.

“Diseñadoras Gráficas” has been exhibited at the Casino de Vic (June 2019), at UVic (September 2019), at the Escuela de Arte Pau Gargallo de Badalona (January 2020), at the Escuela Antoni Algueró del Gremio de la Industria y la Comunicación Gráfica, where a round table was also organized (February 2020), and at BAU. They were also the protagonists of the Interferències cycle session, held on March 10, 2020, as a celebration of International Women’s Day at BAU. Five students from the fourth year of BAU’s Graphic Design Degree have collaborated in the research and design of the exhibition and the catalog.



Other actions that have been carried out so far are: participation in the III Symposium of the Design History Foundation, “To be or not to be: the role of design in the construction of identities”, held on March 12-13, 2020, with the presentation of “Con mirada de diseñadora gráfica”. The female contribution to Catalan graphic designand the publication of a paper in the PAD Journal (Papers on Art and Design) entitled The First Female Professional Group of Graphic Designers in Catalonia (1960s – 1970s).

Currently, and in an effort to link this project with the transfer of knowledge from the university to the rest of society, we are working on the idea of a digital platform that would contemplate female referents beyond graphic design and Catalonia. This project is in the process of realisation.

Project data