An Udder Delight

Posted inThe Daily Heller
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Back in 1931, the world was in the throes of the Great Depression, but America was still attempting to modernize its estimable agricultural industry. Electricity was the answer. It was the savior of many rural parts of the nation. Electrification was the watchword of progress.

Graphic design played a roll in pitching electricity to the masses. Even the type used for the masthead of this clarion of the new, Electricity on the Farm, underscored its subtitle: A Monthly Magazine for the Progressive Rural Family.The advert on the back is tells a story too about the nature of hierarchy and marital relationships back in them there days: “Electricity Lessens Work for the Farmer and for the Farmer’s Wife.”

.For more Steven Heller, check out his book Design Disasters: Great Designers, Fabulous Failure, and Lessons Learned—one of the many Heller titles available at