- 1958-1988 (Creation)
Level of description
Extent and medium
4 boxes, 2 binders, and 75 books (2 metres)
Name of creator
Víctor Viano was born in Rio Primero, Córdoba, Argentina in 1939. In Argentina, he studied art, illustration, and other fields of creative production and expression including radio and television. In 1968, Viano moved with his family to Caracas, Venezuela after winning a contest to become the Art Director of the Ricardo de Luca Advertisement agency (a prestigious advertising and marketing firm working for high profile corporate clients such as Gillette). After a year, Viano left his role at the Ricardo de Luca Advertisement agency to focus solely on editorial and book design as a freelancer although he continued to take on additional artistic and corporate projects. During his time in Venezuela, he designed logos, newspaper mastheads, and some album covers. He worked for many Venezuelan publishing houses including Monte Ávila Editores (one of the most prestigious publishing houses in Latin America), Tiempo Nuevo, Letras Nuevas, The Magazine of National Culture, Editorial Arte, Simón Bolívar University, Zulia’s Culture Institute, and the Venezuelan government. Subsequently, Viano moved to Spain and continued his editorial and book design work in Europe. During his time in Spain, Viano designed the branding and book covers of the Ediciones Mandorla (an independent Spanish publishing house), completed artistic and corporate design projects, and contributed his designs to exhibitions. As described by Faride Mereb of Ediciones Letra Muerta, Viano’s editorial work in Venezuela and Spain is noted for its bold designs and visual metaphors, ornamented borders and capitals, and the use of large titles on dust jackets. According to Mereb, Viano’s style was undoubtedly influenced by his experience working in advertising and reflected a new era of bold marketing in the publishing world. Víctor Viano died in Spain in 2000.
Immediate source of acquisition or transfer
Purchase; Ediciones Letra Muerta; 2023.
Content and structure area
Scope and content
Collection of materials related to the life and work of Argentinian designer and illustrator Víctor Viano. Includes books, book covers, pre-print paste-ups and negatives, logos, drawings, paintings, posters, cards, brochures, cards, catalogues, and some additional ephemera including a photograph, a newspaper clipping, posters for exhibitions, a pamphlet featuring his work, and a mounted printing plate with one of his designs. The collection documents Viano’s design process from an initial drawing for a book cover or a logo to the finished product and his artistic production and work in commercial and editorial design in Argentina, Venezuela, and Spain between 1958 and 1988.
Appraisal, destruction and scheduling
System of arrangement
Conditions of access and use area
Conditions governing access
Material may be requested in person at the Fisher Library Reference Desk, or in advance using our online stack retrieval request form: https://fisher.library.utoronto.ca/stack-retrieval-request
Conditions governing reproduction
Language of material