Better Magazine Covers … through Chemistry

The DuPont Company was already 111 years old when it started publishing a self promotional magazine in 1913. Hagley Museum and Library has a digital archive of all 640 issues published through 2003.

As you might expect, covers run the spectrum from cliché and repetitive to refreshing and unexpected, with some classic beauties in the mix.

While the production of the cover image was often discussed in an editor’s note, artistic attribution was rarely supplied. With very few exceptions, a designer or illustrator would simply (and quite mysteriously) be referred to as “the artist.”

November 1918


July-August 1922
“Answering the Clay Target’s Challenge”


April 1932
Photo of anhydrous ammonia cylinders.


February 1936
(seasonal image)


March 1937
(seasonal image)


September 1941
The Story of NYLON


June-July 1943
Nylon Goes Aloft


January-February 1947
This cover, about the auto industry, is by Domenico Mortellito (1906-1994). The Newark, NJ born artist worked for DuPont designing exhibits, most notably the 1965 World’s Fair Pavillion. Though a number of other illustrated covers over the next couple of years are stylistically very similar to this one, none are credited. Hmmm.


April 1947
Agriculture


February 1948
Metals


April 1948
Petroleum


April 1949
Pigments


February-March 1956
Cover is about the use of "Elvanol" polyvinyl alcohol
to improve the printing quality of paper.


April-May 1957
Cover by Vince Hoffman represents "paint-test farms."


July-August 1960
New Ideas for Industry's Product Lines through
the Designer and Du Pont


November-December 1961
Photographic record of colloidal fibrous boehmite alumina,
as seen through crossed light polarizing screens.


January-February 1962
A kaleidoscope of printing inks


May-June 1962
Cover about street-sweeping technology is by Allen Wexler.


July-August 1964
Fantasy and Fashion

September-October 1965
Lively Teen Fashions Leap to the Fore

January-February 1968
Stadiums Worth Cheering About


November-December 1973
"Chromalin" proofing (some of you might
even know what that is!)


July-August 1974
The Number One Look


July-August 1977
A Fashion Stir in Sleepwear


July-August 1987
The Livin' is Easy With "Blockade"
(flea and tick repellant)


July-August 1993
Painting By The Numbers


Number 4 2001
Artistry on Wheels

Rational Exuberance: Economist Magazine Covers

Q: How many art directors does it take to change a light bulb?
A: Does it have to be a light bulb?

The scenario is all too familiar at magazines everywhere. Art directors spending countless hours trying to convince editors that as much as they think they want a light bulb, they really don’t want one—too obvious, cliché, etc. Art director then presents light-bulb alternative, and now must convince editors that this is what they really want. Not wanting to appear unsophisticated, editors agree, but only with certain changes. And back and forth it goes, resulting in varying degrees of satisfaction for all concerned.

Well, The Economist is one magazine that seems to save itself much time by not going there, and seems to have a blast, besides. Last week design guru, Bob Newman posted a group of very bold, graphic Economist covers from 1964-68 on Newmanology. I couldn’t help but think of a folder I had of more recent covers from The Economist cover archive that are by turns silly, scathing, hilarious, literal, elitist, cliché, outspoken, and simply not to be believed. What they have in common, is that they all say, “This is a magazine run by editors, not fancy pants art directors. We want our covers to win a response, not admiration, or even awards. When we have an image in mind, we get art to match. To hell with design awards, taste, and subtlety. And to hell with the artsy farts all trying to impress one another with how well they can talk editors out using a light bulb.”

These covers, “are what they are,” and, very refreshingly, don’t pretend to be otherwise.

So while editors everywhere else demand redesigns, and art directors beg for more white space, the Economist readership continues upward. Cover image: large “up” arrow, or maybe a hot air balloon. Cover line: it's obvious, “Up, Up and Away!”












See The Economist cover archive here.