Gonzalo Tassier, the self-taught designer behind some of Mexico’s most recognizable corporate logos, shaped the country’s visual landscape for over half a century. Tassier, who passed away on January 23, 2023, at age 82, created enduring emblems for entities ranging from government institutions to major consumer brands.
Perhaps his most ubiquitous work is the logo for Petróleos Mexicanos (Pemex). Introduced in 1998, the design features a stylized eagle—mirroring the bird found on the Mexican national flag—integrated with a single drop of oil. The emblem remains a constant presence at gas stations, offices, and on worker uniforms across the country.
Born in Mexico City in 1941, Tassier studied architecture and philosophy at the National Autonomous University of Mexico (UNAM). Despite his formal academic background in those fields, he pursued design through self-directed study, driven by a lifelong passion for drawing. He eventually founded his own creative agency, Retorno Tassier, in 1955.
A Portfolio of Icons
Tassier’s professional reach extended far beyond the energy sector. His portfolio included designs for Correos de México, the water commission Conagua, and the food company Del Fuerte. He also ventured into sports branding, creating "Aguigol," the official mascot for the Mexican national soccer team during the 1994 World Cup.
His expertise attracted a diverse roster of international and domestic clients, including Volkswagen de México, Santander, American Airlines, and Campbell’s. In 2008, he became the first Latin American designer in 30 years to be awarded the Sir Misha Black Medal in London. He also received the Quórum Award for professional merit in 2002.
His legacy continues to intersect with the shifting status of the institutions he branded. Pemex, which saw its corporate identity evolve through various iterations, recently highlighted its design history in a video released on Facebook this March, ahead of its 87th anniversary.
The company itself remains a focal point of national policy. After a period of transition toward a state-productive model under the previous administration, President Claudia Sheinbaum recently signed a decree returning Pemex to its status as a state-owned para-statal company.
"Pemex and CFE return to being companies of the people of Mexico," Sheinbaum stated upon signing the decree on October 30, 2024. She added that the government remains committed to ensuring these entities operate efficiently to provide fuel and electricity at accessible prices.