After they met, I walked up to Chávez to shake his hand and began: “The flag. Chávez was in town for a meeting with Al Kovar, then-director of the Home of Neighborly Service. Posters also were utilized to promote other Chicano political causes, such as the 1968 Coors beer boycott in protest of the company’s discriminatory hiring practices.Cesar Chavez (Photo: Cathy Murphy/Getty Images)Ĭésar E. graphics, and its inclusion on unrelated posters made by Chicano artists signaled support for the union. It appeared prominently on all official U.F.W. logo - a black stylized eagle with wings shaped like an inverted Aztec pyramid - became a key symbol of the Chicano movement. The evolution of Chicano poster art began in 1965 with the production of graphic images to support the organizing and boycotting efforts of the United Farm Workers. The symbol and flag were unveiled at the first mass meeting of the newly formed union. logo became a highly recognizable icon in the union’s boycott efforts, legislative, proposition campaigns, and a victorious symbol of its successful contract negotiations. logo as a way to ‘get some color into the movement, to give people something they could identify with.’ they chose the Aztec eagle on the Mexican flag as the logo’s main symbol and created a stylized version of it that was easy to reproduce. In 1962, Cesar Chávez and his cousin Manuel conceived of the U.F.W. From Just Another Poster? Chicano Graphic Art in California:
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