A True Visionary Gives Chicago A Landmark Branding Campaign Circa 1920-30

Samuel Insull – 1920

(This piece is a much expanded version of an article co-written with photographer/writer John Gruber for Print Magazine and the British trade mag Ads International in 1998.)

The thought of Chicago in the 1920’s usually conjures up images of gangsters, Prohibition, and other Roaring 20’s clichés, but there was another movement in the Chicago area that encompassed this decade. It inhabits the world of graphic art and has gone relatively unheralded, especially outside the Windy City region – The Insull Transit Posters.

Samuel Insull (1859-1938) left his British home in 1881 for New York to become Thomas A. Edison’s assistant. He eventually worked his way up to become one of the founders of what we now know as General Electric, and in 1892 left New York to helm the financially struggling Chicago Edison Company. In general terms, Insull’s most important contribution to modern life is his dedication to the idea that electricity use should be for the common consumer and not a novelty of the rich. He believed in providing electricity to as many customers and at the lowest price possible. Much of what we take for granted today in terms of the use and distribution of power and energy can easily be attributed to his groundbreaking ideas and efforts. By the 1920’s Insull owned shares in all the major Chicago area utilities as well as the region’s transit lines, specifically the Chicago North Shore & Milwaukee (North Shore Line), Chicago South Shore & South Bend (South Shore Line), Chicago Aurora & Elgin and the Chicago Rapid Transit (Elevated/”L”) Lines. He solidly invested in programs to modernize, consolidate, and publicize their existence and offerings. The poster campaign he initiated is but one aspect of the comprehensive program of advertising and promotion he developed.

It’s my contention that a good deal of what inspired Samuel Insull in the use of graphic art for his utility posters and marketing efforts during the 1920’s, must have come from what he witnessed Frank Pick was simultaneously implementing with the use of art and design in the London Underground’s poster and branding campaign.

The London Underground’s Frank Pick (1878-1941)

Insull traveled extensively to his UK homeland throughout his years in America, and what he saw and learned in Britain could often directly influence how he ran his utilities in Chicago. For instance, while visiting Brighton, England in 1894 he noticed that many of the shops that were closed for the evening were still brightly lighted – something unheard of in the “flat-rate billing” world of the United States. After tracking down the head of that township’s electric company, Insull was introduced to the use of a “Demand Metered” billing system. It applied different rates to different times of the day. Upon Insull’s return, Chicago soon saw a similar approach as well as an eventual 32 percent cut in rates for the consumer. Insull’s use of poster graphics so closely on the heels of Pick’s approach in the UK seem so similar that I have to believe it’s more than coincidence. The major difference however is that Pick’s influence is still evident in the identity of London Transport – from the use of Edward Johnston’s font “Johnston Underground” (commissioned by Pick and precursor to Gill Sans – Eric Gill was a student of Johnston’s) to Johnston’s “Roundel” logo, and the continued marriage of varied graphic art styles within LU promotion, the hand of Frank Pick continues to guide the company’s image. It’s a truly remarkable demonstration of how a strong, consistent branding vision can withstand the test of time yet continue to feel fresh. I’ve always seen it as a precursor to what MTV did when it was sculpting its image in the 1980′s – commissioning the talents of independent animators to design and produce short network ID’s in varied techniques and styles, but always reinforcing the core MTV sensibility.

Below: A select group of London Underground posters

Frank Newbould 1929                          –                       C. Paine 1921                          -                      E. McKnight Kauffer 1921

Maxwell Armfield 1915               -                     A. Rogers 1930                   –                     V.L. Danvers 1924

Two classic graphic creations: Edward Johnston’s LU “Roundel” logo and his “Johnston Underground” typeface.

The control of the utilities and transit lines in 1920’s Chicago offered Insull all sorts of opportunities to cross promote his empire. He could encourage the development of rural areas into suburban communities by stretching his railways out and making them commutable into the city. This not only created customers for the transit lines, but also new subscribers to Insull’s electric utility network – it all tied together. And the land used by the utilities to run their electric lines via high tension towers could also be utilized as a right of way for the expansion of the railways. As a result, it totally made sense to entice the masses to leisurely explore the virgin countryside and in the process offer potential homeowners a cleaner (electric railways were void of the soot and cinders of steam railroads) and more pastoral existence. This is obvious in many of the posters’ imagery. Chicago’s transit lines had been doing advertising and even some poster designs since the 1910’s, but there was no consistent graphic approach or what we now know to be “branding” in the direction of the marketing. This all changed once Insull took hold of the Elevated Rapid Transit System and the associated interurban lines. He soon assigned the poster project to the railroads’ president, Britton I. Budd, who later brought people like the North Shore Line’s Publicity Manager Luke Grant and Commercial Department Head John J. Moran, into the fold.

Britton I. Budd (1871-1965)

The design of the posters covered a wide range of styles. From the figurative work of artists like Willard Frederic Elmes and the young Oscar Rabe Hanson to the flat graphic interpretations of Ervine Metzl, many of the works produced were as strong and bold as anything being created simultaneously in the UK or Germany. The series not only utilized the talents of professional artists like Leslie Ragan, Elmes and Metzl, but also was a proving ground for new comers like Hanson, and other art school students like Clara Fahrenbach and Wallace Swanson.

The depression of the 1930′s not only effectively shut down the production of the poster campaign but also destroyed Insull’s entire empire. His electricity, gas, and transportation utility and holding companies that served five thousand communities in thirty-two states soon collapsed and he found himself indicted on multiple charges – and ultimately acquitted in each and every verdict. By the end of all legal proceedings in 1935, Samuel Insull was ruined. He and his wife Gladys settled in Paris and on July 16, 1938 Insull was felled by a heart attack. Ironically, he had been stricken while awaiting a train in the Paris Metro. . .

The Chicago transit posters designed between 1920-30 received a fair amount of attention in the U.S. and the U.K. They won medals in several Art Directors Club annual competitions and to this day there are eight examples in the collection of the Victoria & Albert Museum in London. Once the transit poster campaign ended in 1930 the collection of images drifted into obscurity. It would take 45 years and an exhibition organized by Dave Gartler and his Chicago vintage poster shop Poster Plus, to resurrect them. Gartler came into a archived cache of them that had never been used and were still in their original folded condition. He painstakingly restored and mounted them for an exhibition in his gallery and they’ve been highly sought after collectibles ever since. Almost all the images in this article are included here thanks to Dave and Poster Plus – http://www.posterplus.com/. He remains the expert authority in this realm.

I’ve included some minimal biographical material on W. F. Elmes, Walter Graham, Ervine Metzl, and Leslie Ragan. Except for these designers, biographies of the artists involved have been most elusive, so I hope readers don’t feel I’ve done an injustice to the artists or the subject matter.

As far as I know, the following assemblage is the most comprehensive collection of the Insull Transit posters ever gathered together in one article. I’ve listed  the following images together alphabetically by the artist. . .

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Harry Walters Armstrong 1883-1954

1924

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Ivan V. Beard 1896-1980

1927 – - – - – - – - – - – - – - – - – - – - – - –  1927- – - – - – - – - – - – - – - – - – - – - – -  1928

1927

1927

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Robert Beebe 1896-1965

All 1923

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Carroll Thayer Berry 1886-1978

1927

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Roy F. Best

1922

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Emil Biorn 1864-1935

1929

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Otto Brennemann 1864- ?

All 1926

All 1926

1927 – - – - – - – - – - – - – - – - – - – - – - –   1928 – - – - – - – - – - – - – - – - – - – - – - –   1929

________________________

Willard Frederic Elmes 1900-1956

1922 – - – - – - – - – - – - – - – - – - – - – - –  1923 – - – - – - – - – - – - – - – - – - – - – - –  1923

Both 1923

All 1924

Both 1925

1925- – - – - – - – - – - – - – - – - – - – - – -  1926 – - – - – - – - – - – - – - – - – - – - – - –  1928

North Shore line – unknown date.

Elmes’ also contributed to the Mather & Company 1924 motivational poster series profiled by Steven Heller here.

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Francis Raymond Elms 1906-1984

1927

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Norman Erickson 1884-1964

1925 – - – - – - – - – - – - – - – - – - – - – - –  1925- – - – - – - – - – - – - – - – - – - – - – -  1926

All 1926

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Clara B. Fahrenbach 1886-1976

1927

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Walter Graham 1903-2000

1929

I was fortunate enough to speak to Walter Graham in 1998 about his work and also sent him a copy of his Insull poster which he’d lost long ago. He freelanced as an illustrator/artist after he finished school in 1928 and had his own commercial art studio, Nugent-Graham Studios in Chicago from 1937 until he left for the Northwest to retire as a full time painter in 1950.

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Oscar Rabe Hanson  1901-1926

All 1923

All 1923

All 1924

All 1924

1925

1925

All 1926

1926

1926  - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - -  1927

1923

1923

tumblr_mi8v6eLU7i1rk4fqyo1_1280-1

PSP08990________________________

Raymond E. Huelster 1890-1955

1927- – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - -  1928

Both 1929

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Arthur A. Johnson 1898- ?

1923 – - – - – - – - – - – - – - – - – - – - – - - 1924- – - – - – - – - – - – - – - – - – - – - – - 1924

Both 1924

1925

1925

Both 1925

All 1925 – Hard to believe that the poster on the far left could have gone into production and release with the name of “Ravinia Park” misspelled, but it obviously did.

The Ravinia poster WAS later corrected.

The Ravinia poster WAS later corrected.

1925- – - – - – - – - – - – - – - – - – - – - – - 1925 – - – - – - – - – - – - – - – - – - – - – - -  1926

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Charles B. Medin

1925  - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - – - - 1929

PSP08991 PSP08992 PSP08993 PSP08994 PSP08995 PSP08996 PSP08997 PSP08998 PSP08999 ________________________

Ervine Metzl 1899-1963

Both 1921

1923- – - – - – - – - – - – - – - – - – - – - – - 1923- – - – - – - – - – - – - – - – - – - – - – - 1924

Ervine Metzl was arguably (even when considering the prolific career of Leslie Ragan) the most successful of all the artists in the Insull poster series. He designed posters, did several covers for Fortune, and illustrations/covers for other magazines and books, and was as a designer for U.S.Postal stamps from 1957-60. He’s credited with helping along a young Paul Rand by pairing him up with a NYC ad agency in the 1930′s and introducing him to the influential package/industrial designer George Switzer. Metzl served as a mentor to a young Ron Barrett, designer/cartoonist/humorist, and later illustrator of “Cloudy With A Chance Of Meatballs”. Metzl also wrote an early definite study of poster history “The Poster” in 1963.

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Datus Ensign Myers 1879-1960

Both 1922

  ________________________

Rocco D. Navigato 1895-1942

1923- – - – - – - – - – - – - – - – - – - – - – - 1924- – - – - – - – - – - – - – - – - – - – - – - 1925

All 1926

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Walter Necker

1927

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Ruth A. Olson

1925

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Leslie Ragan 1897-1972

1.Indiana.Dunes.Moonlight

All 1927

1927- – - – - – - – - – - – - – - – - – - – - – - 1927- – - – - – - – - – - – - – - – - – - – - – - 1928

Leslie Ragan made a career out of designing railroad travel posters. Beside the half dozen scenes he did for the South Shore Line, his work for the New York Central Lines, Norfolk & Western and the Budd Corporation, produced over one hundred  images.

________________________

Wallace Swanson

1925

________________________

Hazel B. Urgelles  ? -1989

1923- – - – - – - – - – - – - – - – - – — - 1924- – - – - – - – - – - – - – - – - – - – - – - – - – -  1925 

________________________

(3 remaining posters by unknown artists)

(Maybe Harry Walters Armstrong ?)

Unknown artist/unknown date.

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As an added bonus, I’ve decided to include rare examples of the original gouache paintings done by some of the artists as designs for their posters. Nowadays, a photographic and usually digital process is used to reproduce posters in quantity. The artist’s original design is simply reproduced in whatever form the final piece needs to be in. Back then, the lithography process used to (re)produce these posters involved taking and artists artwork (in this case 15″X22″ water-based gouache paintings on board) and translating the designs to separate lithography stones – one for each color. The lithographer’s objective was to faithfully reproduce everything from color to texture and then register all the separate color levels during the printing process to replicate the original design. The final image was also enlarged to the standard 27″X41″ (one sheet) poster size for exterior display on the train platforms, etc. What’s interesting are the changes made between when the artist finished his painting and the final poster was printed. Sometimes, for specific reasons lost to time, the text was changed as evidenced when comparing the paintings to the final product. (BTW, as far as I know, the “Winter-Fields By The North Shore Line” poster only exists as a gouache painting, I haven’t been able to locate a lithograph poster print of it yet).

The original gouaches are below with their various sources/credits included underneath the image.

Bob Harris

Bob Harris

Laura Hedien – - – - – - – - – - – - Dave Myers

Dave Myers – - – - – - – - – - – - – - Dave Myers – - – - – - – - – - – - – - – - – - -B. Mooney Photography- Chicago

Hopkins Stolp Peffers

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A two-page spread from the 1927 Westvaco “Inspiration for Printers” annual (reprinted from the 1926 British annual “Posters & Publicity”).

Pages from 1928 and 1927 Art Directors Club annuals.

 

1920′s Edwards & Deutsch Lithographing Co. picnic photo (Nice squeeze-box !). E&D was one of the firms in Chicago chosen as lithographers for the posters along with National Printing & Engraving Co., Illinois Lithographing Co., and Gugler Lithographing Co.

A brochure from the 1910′s era prior to Insull’s poster program showing the extensive use (see below) of poster advertising along the elevated system.

The four sets of photographs below show how the Insull Transit posters were mounted on-site. By enlarging shots like these, I’ve been able to discover posters not found anywhere else. The detail in these pictures is truly remarkable.

E/NE view of Linden Avenue stop,  Wilmette, IL

Loyola Station looking south on Sheridan Road, Chicago, IL

Northeast view of Isabella stop, Evanston, IL

Left: Edison Court/Waukegan. Il.     Top right: 5 Mile Road/Racine, WI.    Bottom Right: Indian Hill/Winnetka, IL.

Even though the Insull poster campaign was discontinued by the onset of the Depression, there was a revival of sorts of the program in 1997. Addressing many of the same reasons that the original posters were created – to stimulate residential, commercial, and industrial growth, Mitch Markovitz (formerly the art and advertising director of the South Shore Line in the ’80s) was commissioned by the Northwest Indiana Forum to produce new posters. Mitch served as the founding artist and art director of the campaign and produced a run of lovely images in the process. The works of Markovitz not only took inspiration from the original series, but paid a respectful homage to Leslie Ragan in particular. I’ve included several examples of Mitch’s work below. . .

Contemporary posters by Mitch Markovitz

 

Corrie Lebens and Zero Lastimosa were endlessly patient and helpful in working with me on the production of this piece.

The other people and organizations that I’ve relied upon (over a 15 year period) to help me cook this casserole are: Dave Gartler and his Poster Plus shop/gallery – http://www.posterplus.com/, John Gruber – an amazing photographer/editor/writer/historian - http://www.railphoto-art.org/conference/2011/gruber.html, Mitch Markovitz - http://www.mitchmarkovitz.com/, the late Arthur D. Dubin who connected me with SO many people who have become good friends and collaborators, John Horachek, Bob Harris, Laura Hedien/Tom Herrara – http://www.northshoreline.com/, Graham Garfield - http://www.chicago-l.org/, Norm Carlson, Walter Keevil, the late George Krambles, his nephew Art Peterson and the “Krambles-Peterson Archive”, John Wasik, Cousin of Ervine Metzl – Karen Kohn, Erich Knautz, Dave Myers, Eric Bronsky, the late Walter Graham, Martin Tuohy, Britton Budd descendent James Delacour, Ken Fletcher, Scott Gendell, Al Louer, Denny Mayer, Malcolm D. McCarter, Ed Tobin, Barbara Mooney – http://bmooneyphoto.com, Wilmette Historical Museum, Milwaukee Public Library, Highland Park Historical Society, and the Chicago History Museum (formally the Chicago Historical Society).

Finally, please refer to the book, “Moonlight In Duneland” by Ronald D. Cohen & Stephen G. McShane 1998 Indiana University Press (http://www.iupress.indiana.edu/product_info.php?products_id=21984) for a great profile of the Insull Transit Poster campaign. It concentrates primarily on the work done for South Shore Line, but still nicely analyzes the overall series.

 

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16 COMMENTS

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  2. Fascinating! Words cannot describe how awesome this whole article is: the research, the images, the history. Bravo! I look forward to more exhibits like this. Thank you so very much.

  3. I have loved these posters since viewing an exhibition of them at the Chicago Historical Museum many years ago–but this is the most comprehensive collection of them I’ve ever found anywhere, and the article is so interesting and well done!
    Bookmarked for future viewing!  Thank you!

  4. Delightful! I find the differences between these posters and those of the London Underground, or even those of the WPA around the same time, to be totally fascinating. Thanks for the wonderful peice.

  5. This is a very helpful and visual survey of the whole topic from Insull to Markovitz.  Not surprising that the campaign way, way outlived the North Shore Line, anyway!  What a great case for the argument that art can/does sell! We’re very fortunate to be associated with John Gruber, president of the Center for Rairlroad Photography and Art, Madison and with also Michael Zega, who has studied railroad brochure art, smaller sibling to posters like these.  Are there really are others anywhere equal to these?  I was shocked to find that Lake Forest University had a poster: I knew there was a LF Univ. painting, but never knew that there had been a post made, apparently as part of universities series, with Northwestern, Chicago, etc.  
     
    Thank you!    

  6. Thank you J.J. so much for your wonderful article on Chicago’s electric railway posters.  What a treat and a comprehensive study of the genre.  Jim Delacour

  7. J.J.Pure gold!  A wonderful piece.  I’ve never seen most of the posters you presented here, so this really expands my knowledge.  Your short bios of the artists are just what the posters need.  Thanks.
    Walter Keevil
     

  8. Thank you for sharing this outstanding collection of poster art. The B/W photos of the transit stations with their various poster displays were also fascinating. I only wish that we could all see these posters in their original sizes and printings. Many years ago, I traveled the South Shore Line to the Indiana Dunes State Park on the weekends with my family. The 1929 poster depicting the hikers as they come out of the forest onto the brilliant sand dunes with Lake Michigan in the background is a perfect image of a treasured memory.

  9. J.J.
    How great it is to see all of these assembled together. The black & white photos of the stations are especially exciting. I’ll have to get out my magnifying glass to identify the “lost posters”.
    Great job!
    Dave
     

  10. Excellent piece. I had seen some of these posters over the years, but this is a wide-ranging and comprehensive collection. Some of the art is stunning, even by today’s standards — and all to promote electric train lines. Truly remarkable.

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