Tejano industry remembers “keeper of Mexican-American culture”

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Photo by Madalyn Mendoza

Ruben Cubillos designed Selena’s signature logo.

Israel Hinojosa Troupe

The industry of Tejano takes a rhythm to remember the musician and graphic designer Ruben Cubillos. According to several sources, Cubillos’ death comes after a long battle with cancer. He was 65 years old.

The El Paso native who eventually made it to San Antonio was a member of The Latin Breed and created hundreds of album covers and graphics for Spanish music artists, including the iconic Selena logo.

Cubillos was also a co-founder of VIVE Tejano-Houston, which hosted events like the Houston Rodeo and urged organizers to include more Latinos, according to the Midland Reporter-Telegram. He has also worked on creating graphics for groups like the Cesar Chavez Foundation, the League of United Latin American Citizens and the La Raza National Council, recalls a friend online.

“Ruben was the keeper of Mexican-American culture, especially in music and graphic art,” David Chavez recalls online. “He was a Renaissance man who was a passionate defender of everything Latin, Chicano or Tejano. He was a deep thinker and was not afraid to give his opinion.


Chavez also says that a scholarship for San Antonio students majoring in arts and graphic design will soon be established in his name.








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