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Rodolfo Álvarez

Rodolfo Álvarez

Málaga (Málaga), Spain

A Graphic Designer professional, professor specialist in Branding e Identidad Corporativa, with 39 years of experience. I work at XIGNICA DESIGN Málaga /SURBRAND Barcelona. I practice teaching at Universidad Catolica.
Areas of interest: Graphic Design, Communication, Illustration, Branding


Rodolfo Fernández Alvarez is a person who stands out in the complex panorama of Latin American design. His designs are always up-to-date thanks to his ongoing commitment in the educational field. He is a teacher of packaging at the Facultad de Ciencias y Tecnología of the Universidad Católica de Asunción. He also takes part in multidisciplinary conferences and workshops in the most important Universities of Latin America and Spain (Universidad Americana in Paraguay, Universidad Nacional de Tucumán and the Universidad de Morón in Argentina; Universidad Pontificia del Estado de Paraná in Brazil and the Universidad Tecnológica Metropolitana in Santiago del Cile, Universidad de Málaga, Universidad de Barcelona, Sapienza Universitá di Roma). He also collaborates with a number of cultural institutions to promote information and publishing products in Mercosur, with a view to strengthen the identity of Latin American design. Alvarez’s vast professional experience focuses mainly on the field of visual communication and company brands, on packaging, the brand concept, the publication of brochures and posters as well as on web design. Creativity and the conceptual value of ideas are what inspire his projects. According to Alvarez, the designer should analyse, interpret and propose signs and forms that can satisfy the physical and visual needs of the client and consumers. His visual communication projects for enterprises use strong, clear-cut, objective images. He is convinced that the beauty of an object lies in the way it performs, rather than in merely aesthetic abstract values. To apply this principle, he carefully studies the needs and behaviour of the final user as well as carrying out an accurate study of the context in which it will be used: his aim is to boost the product’s characteristics as much as possible and force companies to invest more in the image of the product. He combines his analytical approach with his ability to create images by manipulating and interpreting ideas and feelings, the core elements of his designs. The experimental and creative feature of Alvarez’s design research – expressed in the diverse graphic fields he works in (packaging and corporate identity) – is artistically contaminated by serigraphs; engravings and digital experimentation. His work can schematically be divided as follows: corporate identity design (catalogues, clothing etc.), company logos, product creation and brands, packaging, food and cosmetics labels, brochure design, posters, CDs, book covers, lettering design and an important experimental job involving geometric images generated by most advanced IT programmes. In his corporate image design and brand concept projects for the food industry, such as Palmitos San Diego, communication focuses on high visual impact images in which the products (corn, carrots, peppers,…) are realistically depicted; he pays great attention to the original colour and the morphology of the vegetables. Similarly, in the nutrition line packaging, the images that are proposed have sharp chromatic contrasts: a sort of hyperrealism that seems to be based on the American publicity of the fifties. His studies on lettering exploit his penchant for strong communication: the body and type are rather thick and often the edges of the letters and numbers are highlighted by strong chromatic or shadowed contrasts. His logos and CD booklet designs are, instead, characterised by surreal images; here he tries to graphically emphasise the evocative aspect.Alvarez’s figurative style comes from different sources and is inspired by a multifaceted system of signs linked to local culture and international graphic types. His images, created by manipulating and reinterpreting even very different elements, typically reflect the trend of contemporary design research in Latin American design. This trend aims at building identities full of hybridisation, with references to local, globally redesigned designs. (*) 100' Designer'sfor Paris, Tonino / Lucibello, Sabrina DESIGN / Industrial, DESIGN / Product Editoriale RReddesign Rome Italy - ISBN: 8889819200- ISBN 13: 9788889819203



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