Mexico pride of indian culture Circa 1960

This circa 1960 original poster, issued by the Dirección General de Turismo, is a bold and vivid celebration of Mexico’s indigenous heritage, titled “Mexico – Pride of Indian Culture.” Designed to promote national tourism, the poster blends ancient symbolism with mid-century graphic flair, encapsulating the country’s rich pre-Hispanic roots through a distinctly modern lens.

Dominating the composition is a striking depiction of the Aztec Sun Stone, or Piedra del Sol, one of the most iconic relics of Mesoamerican civilization. Rendered in intricate black-and-white detail, the Sun Stone radiates outward into a brilliant, almost psychedelic explosion of fiery oranges, purples, and blues—a visual metaphor for the enduring energy and cultural brilliance of ancient Mexico.

Beneath the monumental stone, a festive row of indigenous figures in ceremonial dress brings movement and rhythm to the poster. Stylized in colorful, geometric forms, these figures represent various pre-Columbian deities, warriors, and dancers, celebrating the rich tapestry of indigenous cultures that have shaped the identity of modern Mexico.

The poster’s text—“Mexico, pride of Indian culture”—underscores a message that was especially resonant in the 1960s: a national embrace of indigenous heritage as a point of pride and a major draw for international visitors. The campaign promoted not just archaeological wonders, but a cultural identity rooted in a powerful and complex past.

A product of Juarez No. 89 in Mexico City, this poster is emblematic of post-war Mexican graphic design: vibrant, confident, and infused with national pride. It stands as both a travel invitation and a cultural declaration, making it a prized piece for collectors of Latin American poster art and mid-century tourism ephemera alike.

With its explosive palette and reverent iconography, this poster continues to radiate the timeless spirit of ancient Mexico.

Original poster

Tourism - Mexico

Direccion General de Turismo - Ossa Mexico - Juarez n° 89

Good condition