During the 70s and 80s, José María Cruz Novillo, renewed the iconographic imagery of post-Franco Spain. He did not limit himself to creating logos; he built the visual imagery of a society emerging from the lethargy of the dictatorship and aspiring to be modern. Born in Cuenca in 1936, he died just a few weeks shy of his 90th birthday. In 2020, Filmin released a documentary that pays tribute to him and allowed many generations to discover him: The Man Who Designed Spain, by directors Andrea G. Bermejo and Miguel Larraya