Ideas y artefactos: sobre la construcción icónica de Yacimientos Petrolíferos Fiscales, YPF. Legado material y semiótico

• Autores: Javier De Ponti, Laura Fuertes
• Localización: La imagen de la industria: VI Seminario Internacional sobre Patrimonio de la Arquitectura y la Industria. Propaganda, representación y percepción como patrimonio, 2019, ISBN 978-84-09-10223-5, págs. 563-593
• Idioma: español
• Texto completo no disponible (Saber más ...)
• Resumen

  • The institutionalization of design in Argentina took place in the '50s whenthe opening of both state and private agencies for the study of the finalquality of products was promoted. In the early '60s within the frameworkof an industrial economical plan we find important national companiescompeting for market leadership by implementing original company identity programs whose iconic legacy began to be studied in the latest years.Several were the causes which determined this early institutionalization ofdesign. One worthy of note among them was YPF's (YacimientosPetrolìferos Federales) company logo.Founded in 1922 and privatized 70 years later YPF was a company with astrong territorial presence. It's exploration, exploitation and logistics policies transformed the scenery. From the moment of its creation, this company counted with a basic logo that possessed a strong symbolic power. Itwas implemented in the earliest stages in varying dimensions, posted onbuildings, vehicles, indumentry, imprints, various objects and distributionpoints. This company image had a direct impact on the construction of animage deeply associated to its national identity.Since the company started it deployed it's infrastructure transforminglarge uninhabited spaces into industrial compounds connected via a widenetwork of roads. Many of those spaces turned into settlements with acommon identity and were planned in order to improve both the workersand their families living conditions.Likewise, this complex network of YPF artifacts is today the object of studyas part of the heritage that makes up the material and semiotic culture ofthe XX century. Among the elements of this network, one stood out as thecommon point between products and users: the fuel pump. As well as ahuge production of images referring to said object, thus making up a legacyencompassing both promotional and informational elements.