Rojo belonged to the “Generacion de la Ruptura” – a generation of avant-garde artists who broke with the predominant painting of Mexico by artists such as the great muralist Diego Rivera (1886–1957). Rojo contributed to the aesthetic renewal of Mexico in the 1950s and 1960s, wrote Mexico’s Minister of Culture, Alejandra Frausto, on the short message service Twitter.
Rojo was born in Barcelona in 1932. At the age of 17 he moved to Mexico to live with his father, who had emigrated at the end of the Spanish Civil War (1936–1939). Rojo studied and became a painter, graphic designer, sculptor and editor. He was a co-founder of Era publishing and cultural publications. On behalf of his friend, the Colombian writer who lives in Mexico and who later won the Nobel Prize for Literature, Gabriel García Marquez, Rojo designed the cover of his famous novel “One Hundred Years of Solitude”. Because his draft arrived too late at the print shop in Argentina, it was only used from the second edition.