Notes:
Born in Germany, moved to Chicago and then settled in New England to work on advertisements and magazines in New York. Secretly homosexual and added suggestiveness in many of his works. Famous for painting repeated themes of privileged people during the Roaring 20s. The fashionable, elegant men and women he would paint in a style later coined the "Leyendecker Look." Later he would paint minorities and children, using his powerful position at the cover illustrator of the Saturday Evening Post to introduce the concept of the "New Year's Baby" and tying flowers to the new Mother's Day holiday, as well as putting the turkey and football as the predominant symbols of Thanksgiving, as well as popularizing the now standard design for Santa Claus. He would also provide plenty of pro-war, nationalist, and medieval fantasy pieces.
Was idolized by the young insecure illustrator Norman Rockwell, who patterned himself after Leyendecker and asked him for his clients. Leyendecker was shy and avoided the spotlight, and naively introduced Rockwell to his clients. Rockwell later stole the Saturday Evening Post from Leyendecker, whose career took a dive afterwards.
The movement he was part of could be called "American Imagists," who elucidated subjects and persuaded viewers. However, after years of entertaining high society types at their mansion, Leyendecker and his partner were private, with the artist and his partner preferring gardening and other home activities to making friends with local artists or critics . He painted for himself, and not to impress or receive recognition from others. After he died, it took a while for his work to receive the recognition and exhibitions they deserved.
Style/Working methods:
Would add oils to his model's skins to help exaggerate reflection and highlights on skin tones. Lots of underlighting, visible brush strokes (especially in backgrounds), angular folds. Would try to work directly from the model, but for covers would plan more carefully to decorate an entire page. First step: fill a a sketchpad with a number of small rough sketches (2" x 3"), keeping them on one page to compare at a glance, then select the most interesting ones for clarity and the most interesting design. Step two: Transfer pieces to the actual magazine cover size. Step three: call the model back for pencil or charcoal studies, and do them in full color on a "sketch canvas" (10" x 15") with oil or watercolor. Be alert with an open mind to any pose or new detail that is worth incorporating. Final canvas resembles a "picture puzzle" on tracing paper to assemble and fit into final design with eliminated inessentials. Step four: retraced final layout to final canvas, which is normally twice the size of the study.
Quotes: "A cover or advertisement is like a poster and should tell its story on a single flat plane, as if pasted to a wall board...A cover or poster or an advertisement should be devoid of perspective and distance should only appear in the abstract and the artist should never have to explain its content."
"The amateur draws an illustration and offers it as a cover, whereas a cover at its best is truly a poster, more related to murals or sculpture than to illustration. It should tell its story on one plane, without realistic perspective and distance. And that story should be told in pantomime, without explanatory legend."
Illustrator/author Howard Pyle's tenets for Imagists: experience the environment which one intends to illustrate, use authentic costumes and props, and properly research historical antecedents to bring near reality to the audience. Produce images with quality, truth, and beauty as underlying motives.
Poster artists and studios, eras:
Paramount - Harrison Fisher (1920s), Constantin Alajalov (1930s), John Lagotta (1950s)
MGM - John Held Jr (1940s)
United Artists - Saul Bass (1960s)
Warner Brothers - Bob Peak (1970s)
20th Century Fox - Richard Amsel (1980s)
DreamWorks/LucasFilms - Drew Struzan (1990s)