This research will focus on Polpaico company brand, which has over 60 years of experience in Chile manufacturing cement, concrete and aggregates.



The analysis will be developed in four thematic axes that try to include different levels from reading and construction of this brand. The first is its historical and social context, where the presence of the worker is established as a tradition of representation in the chilean graphical design of the decade of the 60. Then we will study cases that demonstrating the ongoing transformation of this brand in a popular iconic referent in the country. After we will discuss the act of physical effort the worker treated as Pathosformel, connecting with past Chilean representations of the idea of manly strength and momentum. We will finish reviewing its relationship with the American comic of the middle of last century, specifically Li'l Abner