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J.C. Leyendecker: America's "Other"Illustrator

November 1, 2008 - January 11, 2009

 

Before Norman Rockwell became famous, there was J. C. Leyendecker -- the nation's most popular and successful commercial artist of the first four decades of the twentieth century. Opening on November 1, 2008, the Morris Museum of Art exhibits J.C. Leyendecker: America's "Other"Illustrator -- more than fifty paintings, sketches, original magazine covers, and advertisements by Leyendecker from the collection of the Haggin Museum in Stockton, California. (right: J. C. Leyendecker, Kuppenheimer Suits Advertisement,1918. The Haggin Museum, Stockton, California)

"Leyendecker's popularity and commercial success, especially at the Saturday Evening Post, resulted directly from his uncanny talent for conveying the spirit of daily life in early twentieth-century America through works of art that incorporated a wide range of emotions, from patriotism to whimsy," commented Jay Williams, curator of the Morris Museum of Art.

The paintings in this exhibition are part of The Haggin Museum's permanent holdings, and they represent one of the largest collections of original work by Leyendecker in the country. The Leyendecker collection was assembled in the 1950s by former museum director Earl Rowland, following the artist's death. The works were donated by the artist's sister, Miss Augusta Leyendecker, B. Kuppenheimer & Company, the Interwoven Sock Company, and Kellogg's.  Additional work was purchased through the Bordas Gallery in New Rochelle, New York.

The exhibition remains on view at the Morris through January 11, 2009. This is its last appearance as part of an eight-city, two-and-a-half year, national tour. The tour was developed and managed by Smith Kramer Fine Art Services, an exhibition tour development company in Kansas City, Missouri.

 

Artist biography

Born at Montabaur in Southwest Germany, Joseph Christian Leyendecker came to America with his parents in 1882. The family settled in Chicago. Recognizing their son's artistic abilities, his parents allowed him to apprentice at the Chicago engraving house of J. Manz and Company, where he eventually advanced to a full-time position as staff artist. At night, he attended classes at the School of the Art Institute of Chicago under the direction of John H. Vanderpoel.

In September 1896 Leyendecker left Chicago to study in Paris for two years at the Academie Julian and Colarossi's, two of that city's most celebrated art schools. The internationally famous salon painter Adolphe William Bouguereau, as well as the highly regarded instructors Benjamin Constant and Jean-Paul Laurens at the Academie, recognized Leyendecker's talent and gave him an opportunity to display his work in a solo exhibition at the Salon Champs du Mars-a breakaway exhibition organized by some of the more important artists of France, such as Puvis de Chavannes and Auguste Rodin, who were younger and more progressive, but generally not as radical as the Impressionists. (left: J. C. Leyendecker, The Saturday Evening Post, Queen of Spring, May 23, 1931. The Haggin Museum, Stockton, California)

Walking the streets of Paris, ablaze with the vibrant poster art of Jules Chéret, Alphonse Mucha, and Henri de Toulouse Lautrec, Leyendecker came to the realization that a talented artist could earn both critical acclaim and monetary reward as a commercial illustrator. While still in Paris he began illustrating covers for the Chicago-based magazine, The Inland Printer.

Leyendecker returned to Chicago in the summer of 1897 and illustrated his first cover artwork for Collier's magazine a year later. Over the next ten years, he produced forty-seven more. Just before the turn of the century, he received a commission to produce an image for the cover of The Saturday Evening Post, the first of three hundred and twenty-two covers he produced for the magazine between 1899 and 1943 -- more than any other artist, including Norman Rockwell. 

In 1905, Leyendecker received what was arguably his most important commission. He was hired by Cluett, Peabody & Company to develop a series of images of the Arrow Brand of shirt collars. Leyendecker's "Arrow Collar Man," as well as the images he later created for Kuppenheimer Suits and Interwoven Socks, came to define the fashionable American male during the early decades of the twentieth century.  The "Arrow Collar Man" received more fan mail from women and young girls than most film and stage actors of the day.

Another important commission for Leyendecker was from Kellogg's, the breakfast food manufacturer.  As part of a major advertising campaign, he created a series of twenty "Kellogg's Kids" to promote Kellogg's Corn Flakes.  These images of babies, small children, and teenagers are as winsome and winning today as when they were created more than ninety years ago.

By the 1940s, his popularity had begun to wane. During World War II, he produced war posters for the Armed Services, as he had also during World War I, some calendar illustrations, and cover work for William Randolph Hearst's American Weeklymagazine, but not much else. Though busy, he was hardly omnipresent, as he seemed to be in earlier years. In 1951, at the age of 77, Leyendecker suffered a heart attack and died at his home/studio in New Rochelle, New York. 

 

(above: J. C. Leyendecker, Kellogg's Kid, Girl About 8-10, 1916. The Haggin Museum, Stockton, California)

 

Related programming 

Thursday, November 6, 6:00 p.m.
Public Exhibition Opening: J. C. Leyendecker: America's "Other" Illustrator. Terry Brown, collection consultant at the Norman Rockwell Museum, discusses the artist's life and work. Free.
 
Sunday, November 9, 2:00 p.m.
Film Screening: J. C. Leyendecker: The Great American Illustrator. Free.


Checklist: December 19, 2006

 
1. Frank Xavier Leyendecker, Portrait of J.C.'s Brother
1896
oil on canvas
1953.53.37
Unframed: 38 _ x 27 _" Framed: 42 x 31 x 2"
 
 
ILLUSTRATIONS (painted originals):
 
2. People's Bible History
Cover
1893
watercolor
1953.53.52.1
Unframed: 12 x 8 _" Framed: 21 _ x 39 x 1 _"
framed with #3, #4
 
3. People's Bible History
Return of the Prodigal Son
1893
ink wash
1953.53.52.2
Unframed: 9 x 10 _" Framed: 21 _ x 39 x 1 _"
framed with #2, #4
 
4. People's Bible History
Rebekah at the Well
1893
ink wash
1953.53.52.3
Unframed: 9 _ x 7 _" Framed: 21 _ x 39 x 1 _"
framed with #2, #3
 
 
POSTERS (painted images and posters):
 
5. Admiral Stark
1944
oil on canvas
2004.9.1
Unframed: 34 1/8 x 26" Framed: 37 _ x 29 _ x 1 _"
 
6. Claire Chennault of the WWII Flying Tigers
1944
oil on canvas
Conservation sponsored by Elizabeth and David Rea
1955.35.4
Unframed: 20 1/8 x 16 _" Framed: 23 _ x 19 _ x 1 _"
 
7. Enlist Today, US Marines, Stockton
1918
ink on paper
1952.58.6
Unframed: 25 _ x 15 _" Framed: 33 _ x 24 x 1 1/8"
 
8. Advertisement for Chicago Evening Post
1898
ink on paper
1952.58.7
Unframed: 21 _ x 16 _" Framed: 30 x 24 _ x 1 _"
 
9. The Intelligent Baby
1899
ink on paper
1952.58.9
Unframed: 20 x 13" Framed: 28 _ x 21 _ x 1 _"
 
10. Weapons for Liberty
1917
ink on paper
1952.58.11
Unframed: 29 _ x 19 _" Framed: 38 _ x 28 _ x 1 _"
 
 
ADVERTISEMENTS (original paintings):
 
11. Arrow Collar Study
1923
oil on canvas [not stretched]
2004.9.2
Unframed: 15 x 9 _" Framed: 23 3/8 x 17 3/8 x 1 _"
 
12. Kuppenheimer Suits Advertisement, Man & Porter
1921
oil on canvas
Conservation sponsored by The Men's Wearhouse
1952.12.2
Unframed: 27 _ x 20 _" Framed: 31 _ x 24 _ x 2"
 
13. Kuppenheimer Suits Advertisement
1918
oil on canvas
Conservation sponsored by The Men's Wearhouse
1952.12.3
Unframed: 28 x 21 1/8" Framed: 32 3/8 x 25 _ x 1 5/8"
(There is a 5 x 7" wall label with this image and other half of diptych for comparison)
 
14. Man in Long Underwear
1915
oil on canvas
Conservation sponsored by Lynne Temme and Barbara Bahler
X1972.138
Unframed: 42 1/8 x 24 1/8" Framed: 45 3/8 x 27 3/8 x 2"
 
15. Advertisement for Interwoven Socks
circa 1922-1923
oil on canvas
1953.38.1
Unframed: 36 3/4 x 28 1/4" Framed: 41 x 32 _ x 2"
 
16. Kellogg's Kid, Boy About 8-10
1915
oil on canvas
Conservation sponsored by Haggin Social Club
X1972.176
Unframed: 16 _ x 16 _" Framed: 20 3/8 x 20 _ x 1 _"
 
17. Kellogg's Kid, Boy about 5-6
1916
oil on canvas
X1972.179
Unframed: 16 x 13 5/8" Framed: 20 _ x 18 x 1 _"
 
18. Kellogg's Kid, Boy About 5-7
1917
oil on canvas
Conservation sponsored by John and Helen Talbot
X1972.177
Unframed: 15 7/8 x 13 3/8" Framed: 20 _ x 18 _ x 1 _"
 
19. Kellogg's Kid, Girl About 12
1917
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.166
Unframed: 25 1/8 x 18 _" Framed: 29 _ x 23 x 1 _"
 
20. Kellogg's Kid, Teen Boy
1916
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.167
Unframed: 20 3/8 x 15 1/8" Framed: 24 3/8 x 19 _ x 1 5/8"
 
21. Kellogg's Kid, Girl About 8-10
1916
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.168
Unframed: 17 x 16 1/8" Framed: 21 _ x 20 _ x 1 _"
 
22. Kellogg's Kid, Boy About 2
1915
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.170
Unframed: 18 x 15 3/8" Framed: 22 _ x 19 _ x 1 _"
 
23. Kellogg's Kid, Teenage Girl
1915
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.171
Unframed: 18 1/8 x 17 _" Framed: 22 _ x 22 x 1 _"
 
24. Kellogg's Kid, Boy About 5-6
1915
oil on canvas
X1972.172
Unframed: 15 7/8 x 15 _" Framed: 20 _ x 19 _ x 1 _"
 
25. Kellogg's Kid, Girl About 6-7
1917
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.173
Unframed: 15 5/8 x 14 1/8" Framed: 20 x 18 _ x 1 _"
 
26. Kellogg's Kid, Baby in Highchair
1915
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.174
Unframed: 16 5/8 x 16" Framed: 20 7/8 x 20 3/8 x 1 _"
 
27. Kellogg's Kid, Boy Scout
1917
oil on canvas
Conservation sponsored by Philip and Anne Berolzheimer
X1972.175
Unframed: 17 x 15 _" Framed: 21 _ x 19 _ x 1 _"
 
28. Kellogg's Kid, Girl About 4-5
1916
oil on canvas
Conservation sponsored in memory of Susan E. Moore by Philip and Anne Berolzheimer
X1972.178
Unframed: 16 x 14 3/8" Framed: 20 _ x 18 _ x 1 _"
 
29. Kellogg's Kid, Baby Wearing Bib
1915
oil on canvas
Conservation sponsored by Junior Women's Group
X1972.169
Unframed: 15 _ x 14 1/8" Framed: 20 _ x 18 _ x 1 _"
 
 
MAGAZINE COVERS (original paintings and magazines):
 
30. Collier's Cover, Admiral Togo
September 3, 1904
oil on canvas
1955.35.3
Unframed: 27 1/8 x 19 _" Framed: 31 _ x 23 _ x 2"
 
31. The Popular Magazine Cover, Out or Safe?
May 1910
oil on canvas
1955.35.5
Unframed: 30 1/8 x 21 1/8" Framed: 33 _ x 24 3/8 x 1 _"
 
32. Collier's Cover, Policeman and Racecar
January 8, 1916
oil on canvas
X1972.157
Unframed: 27 1/8 x 19" Framed: 31 _ x 23 3/8 x 1 _"
 
33. The Saturday Evening Post, Airships Circling Baby New Year
January 2, 1932
oil on canvas
Conservation sponsored by Mrs. Robert N. McKee
© Curtis Publishing, Inc.
X1972.156
Unframed: 32 1/8 x 24" Framed: 35 3/8 x 27 _ x 1 _"
 
34. The American Weekly, New Year's Baby 1950
January 1, 1950
oil on canvas
Conservation sponsored by Robert and Marie Whittington
1954.62
Unframed: 32 x 23 1/8" Framed: 36 x 27 _ x 1 _"
 
35. The Saturday Evening Post, St. Valentine, 1924
February 16, 1924
oil on canvas
1957.2
Unframed: 27 7/8 x 20 7/8" Framed: 32 _ x 25 _ x 1 _"
 
36. The Saturday Evening Post, Older Woman Chasing Cupid on Leap Year Day
February 29, 1908
oil on canvas
X1972.187
Unframed: 24 1/8 x 19" Framed: 28 3/8 x 23 3/8 x 1 _"
 
37. The Saturday Evening Post, Queen of Spring
May 23, 1931
oil on canvas
© Curtis Publishing, Inc.
X1972.155
Unframed: 32 1/8 x 24 1/8" Framed: 35 _ x 27 _ x 2"
 
38. The Saturday Evening Post, Easter Angel in Top Hat
April 3, 1915
oil on canvas
Conservation sponsored by The Richard Haines Family
X1972.164
Unframed: 24 x 18 7/8" Framed: 28 _ x 23 _ x 1 _"
 
39. The Saturday Evening Post, Welcome Home
November 28, 1914
oil on canvas
X1972.163
Unframed: 30 1/8 x 20 1/8" Framed: 34 3/8 x 24 _ x 1 3/8"
 
40. The Saturday Evening Post, War Refugees
October 26, 1918
oil on canvas
X1972.162
Unframed: 30 x 20 1/8" Framed: 34 _ x 24 _ x 1 _"
 
41. The Saturday Evening Post, Baseball Catcher
May 15, 1909
oil on canvas
X1972.158
Unframed: 22 7/8 x 21 1/8" Framed: 26 7/8 x 25 _ x 1 _"
 
42. The Saturday Evening Post, Romeo and Juliet
June 8, 1929
oil on canvas
© Curtis Publishing, Inc.
1957.64
Unframed: 32 1/8 x 24" Framed: 35 _ x 27 _ x 1 _"
 
43. The Saturday Evening Post, Running Redcoat
June 28, 1930
oil on canvas
© Curtis Publishing, Inc.
1953.38.4
Unframed: 32 1/8 x 24 1/8" Framed: 35 _ x 27 _ x 1 _"
 
44. The Saturday Evening Post, Uncle Sam at the Helm
July 4, 1936
oil on canvas
Conservation sponsored by Mrs. Robert N. McKee
© Curtis Publishing, Inc.
1953.38.3
Unframed: 31 x 24" Framed: 33 7/8 x 27 1/8 x 1 _"
 
45. The Saturday Evening Post, Civil War Veterans
May 24, 1913
oil on canvas
X1972. 152
Unframed: 30 x 20 7/8" Framed: 34 _ x 25 _ x 2"
 
46. The Saturday Evening Post, Fall Foxhunting
October 19, 1929
oil on canvas
© Curtis Publishing, Inc.
1959.14
Unframed: 20 1/8 x 21 1/8" Framed: 31 _ x 24 _ x 1 _"
 
47. The Saturday Evening Post, Boy Reciting for Teacher
September 18, 1909
oil on canvas
X1972.180
Unframed: 23 _ x 21" Framed: 28 x 25 x 1 _"
 
48. The Saturday Evening Post, Bobbing for Apples
November 1, 1913
oil on canvas
X1972.159
Unframed: 24 1/8 x 19 1/8" Framed: 28 _ x 23 _ x 1 _"
 
49. The Saturday Evening Post, Barking up the Wrong Turkey
November 27, 1926
oil on canvas
Conservation sponsored by Ross and Marilyn Bewley
© Curtis Publishing, Inc.
1954.61.2
Unframed: 26 3/8 x 19 _" Framed: 30 _ x 23 5/8 x 1 _"
 
50. The Saturday Evening Post, Christmas Minstrels
December 21, 1929
oil on canvas
© Curtis Publishing, Inc.
1953.38.2
Unframed: 32 1/8 x 24 1/8" Framed: 35 _ x 27 _ x 1 _"
 
51. The Saturday Evening Post, Medieval Merry Christmas
December 25, 1926
oil on canvas
Conservation sponsored by Vern and Marge Hellwig
© Curtis Publishing, Inc.
X1972.160
Unframed: 28 _ x 21" Framed: 31 x 24 1/8 x 1 5/8"
 
52. The Saturday Evening Post, St. Valentine, 1924
1924
magazine
X2005.8 see #1957.2
Unframed: 14 x 11" Framed: 23 x 19 _ x 1 _"
 
53. The Saturday Evening Post, Baseball Catcher
1909
magazine
X2005.9 see #X1972.158
Unframed: 14 _ x 11" Framed: 23 x 19 _ x 1 _"
 
54. The Saturday Evening Post, Uncle Sam at the Helm
1936
magazine
X2005.10 see # 1958.38.3
Unframed: 13 _ x 10 _" Framed: 22 _ x 19 _ x 1 _"
 
55. The Saturday Evening Post, Barking up the Wrong Turkey
1926
magazine cover
© Curtis Publishing, Inc.
X2005.11 see # 1954.61.2
Unframed: 13 _ x 10 _" Framed: 23 x 19 _ x 1 _"
 
56. The Saturday Evening Post
(Last cover done by J.C. Leyendecker for The Saturday Evening Post)
January 2, 1943
magazine
A2004.18.1
Unframed: 13 _ x 10 _" Framed: 23 _ x 19 5/8 x 1 _"
 
57. Photo Mural of J. C. Leyendecker life study of baseball catcher for Saturday Evening Post comparative image of #41
Framed: 30 _ x 24 _ x 1"
 

Editor's note: RL readers may also enjoy:

TFAO also suggests this video:

J. C. Leyendecker - The Great American Illustrator is a 2002 video from Kultur Video With hundreds of paintings for The Saturday Evening Post and other publications, J.C. Leyendecker was one of the most successful illustrators of his time. This 45 minute video biography explores the warmth and imagination that marked his work. Kultur Video says: J.C. Leyendecker was the most successful illustrator of his time, creating over 500 paintings for magazine covers - including 322 for the Saturday Evening Post - and advertisements that made his clients famous. His paintings portrayed a lifestyle that resonated with millions of Americans. Even when depicting those issues that mattered most - a woman's right to vote, the economic woes of the Depression, victory over Nazi Germany - he never employed a heavy hand or a dark mood; his images were always full of human warmth and imagination. Leyendecker told the story of consumerism as if it were lyric poetry; replacing the turbulence of cultural history with a beauteous glance, a beguiling child, a muscular vision, or a gentle hand."

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