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Norman Rockwell
Lubalin Redesigning the Post, 1961
Cover of The Saturday Evening Post, September 16, 1961
Hoping to lure back advertisers who had switched their attention to television, Saturday Evening Post designer Herbert Lubalin was assigned to create a new, and more contemporary, logotype. To help readers adjust to the change, Rockwell was hired to create the first Post cover with the new design.
In the 1961 cover, also known as Modernizing the Post, Lubalin is shown creating the logotype. Strewn over his drawing table are logos dating back to the beginning of the century. Instead of its traditional position in the upper left corner, the new "Post" spread across the width of the page. Reporting on the Savoy Hilton presentation of the cover to more than two hundred advertisers, the Wall Street Journal announced, "Saturday Evening Post's new format appears to impress advertisers." Just six months later, the magazine returned to its old format. |