Breaking the frame.
In 1946, in Buenos Aires, three artists decided that the edge of a painting could change too. This is their story, and the reason the ECG frame comes from there.

A magazine with a single issue.
In the summer of 1944, Arturo, a magazine of abstract art, came out in Buenos Aires. It was edited by the Uruguayans Carmelo Arden Quin and Rhod Rothfuss, the Argentine poet Edgar Bayley and a young man born in Košice, in today's Slovakia, who signed as Gyula Kosice.
They planned to publish it four times a year, one issue per season. It came out once. That issue also carried work by the Brazilian Murilo Mendes, the Chilean Vicente Huidobro and the Uruguayan Joaquín Torres-García.
The word running through it was invention. They wanted to leave realism, symbolism and primitivism behind, and make an art that copied nothing.
The frame is part of the work too.
In that same issue, Rothfuss published «El marco: un problema de plástica actual» (The frame: a problem of today's visual art). For centuries painting had lived inside a rectangle. Rothfuss wrote that the edge got in the way of the work.
That is where the cut-out frame came from: paintings with irregular shapes, where the edge is drawn along with the painting.
A movement with a name of its own.
In 1946, Kosice, Arden Quin and Rothfuss founded the Madí movement and presented its manifesto. Where the name comes from is still debated among those who study it.
What they did is not in doubt. They rejected the rectangular frame, painted on cut-out canvases, added parts that move and blurred the line between painting and sculpture.
In 1944 Kosice built Röyi, a wooden sculpture joined with bolts and wing nuts that could be moved. In 1946 he made Estructura lumínica Madí 6, with neon gas. He was among the first to use neon and water as the material of a work. Both pieces are now at the Museum of Fine Arts, Houston.
From the Río de la Plata to the world.
In 1948, Kosice and Rothfuss showed their work at the Salon des Réalités Nouvelles in Paris. Arden Quin moved to Paris that same year and carried Madí on from there until his death in 2010.
The group published the magazine Arte Madí Universal to exchange ideas with abstract artists in other countries. Its way of working influenced the neo-concrete movement that emerged in Brazil in the 1950s.
Today there are Madí works at the Museum of Modern Art in New York, and Dallas has a museum devoted to the movement.
An edge that can change too.
When we looked for the companion to the ECG logo, we wanted a shape with a history, firm and without ornament, unlike that of any large firm.
We found it in Buenos Aires. A group of artists from the Río de la Plata knew what was being done in Europe and pushed it one step further: the edge could change too.
The ECG frame comes from there. It is a terracotta polygon, at the top right of the G, that is no longer a rectangle and stands firm. It says who we are without naming anyone: a firm that does not settle for the mould of consulting as usual.
Sources
- 1ICAA Archive, Museum of Fine Arts, Houston: Arturo, revista de artes abstractas, no. 1 (summer 1944)
- 2ICAA Archive, Museum of Fine Arts, Houston: Arte Concreto-Invención (1945) and its artists
- 3Museum of Fine Arts, Houston: “Gyula Kosice and the Rise of the Argentinean Avant-Garde” (2016)
- 4Tate: “Arte Madí”
- 5The Museum of Modern Art, New York: Rhod Rothfuss, Yellow Quadrangle
- 6Wikipedia: Rhod Rothfuss (the essay on the frame)
- 7Wikipedia: Carmelo Arden Quin (Paris and Dallas)
- 8Wikipedia: Madí (the origin of the name)