Great Illustrators of the Past: Vernon Grant

3/24/2018

A Look at Vernon Grant's Promotional Books for Kids

My personal collection of illustrated premiums and books by American illustrator, Vernon Grant. "Tiny Tower" - 1934, "Mother Goose" - 1933, "The Cow and the Silver Cream" - 1944, "Flibbity Jibbit" - 1943, and Kellogg's "Fold Yourself A Lot of Pictures" -1933

You may not know him by name, but you know his work. Vernon Grant (April 26, 1902 – July 9, 1990) is the creator of the Kellogg’s characters Snap! Crackle! and Pop! In 1938, Life magazine called him "America's favorite children's artist." Throughout the 1930s and 1940s, his illustrations appeared on major magazines, cereal boxes, advertising and collectible premiums such as posters and books. It's these premiums which first made me aware of this great illustrator. I hope you enjoy this very brief introduction to the art of Vernon Grant.

Kelloggs' "Fold Yourself A Lot of Pictures" -1933 by illustrator Vernon Grant.

Kelloggs' "Fold Yourself A Lot of Pictures" -1933

Junket's "Flibbity Jibbit" - 1943 by illustrator Vernon Grant.

Junket's "Flibbity Jibbit" - 1943

Years ago I found a small Kellogg's Rice Krispies flip book at an antique market. "Fold yourself a lot of pictures" it read. It delivered on that promise. I was impressed by the whimsical art and the cleverness of the booklet. I bought it. There was a very distinctive signature on it - "Vernon Grant". I thought, "This is a guy I need to see more of." I love promotional giveaways and Grant's are among the best. Since then, I have added to this collection and am always looking for more of Grant's premiums.

Then I found Flibbity Jibbit, a promotional kids book that told the tale of a key-keeper, a king, and a little bird named Flibbity Jibbit. Their journey to find the key to unlock the door that held Junket's Rennet Powder for the king's custard party is told by Grant in an illustrated 32 page fairy tale. It was adorable! It also made me want to make some custard. I guess advertising really does work!

Grant's style is very economical and not overly rendered. He often makes use of three color tones to create volume with a dark, middle, and light. But more importantly, his drawings have character. A lamp is not just a lamp, it's full of personality. It feels as if even a shoe can be your friend in Vernon Grant's world.

His compositions make use of circles and solid shapes. Buildings and backgrounds can be bold and abstract in nature, similar to the German Expressionist movement of the 1920s and 1930s, creating a world full of dream-like twists and turns. He utilizes classic design principles of color and tone to keep the viewer focused on the center of interest. A signature look of his work is the use of solid color backgrounds, often black.

"Mother Goose" As Told by Kellogg's Singing Lady - 1933 by illustrator Vernon Grant.

"Mother Goose" As Told by Kellogg's Singing Lady - 1933

"The Cow and the Silver Cream" for Wright's Silver Cream - 1944 by illustrator Vernon Grant.

Today, these commercial premiums are in the form of activity books, not story books, with puzzles, games and coloring pages replacing story driven themes.

I'll be posting an article and samples of my work in this field of illustration sometime soon. In the meantime, to see a small selection of my illustrated kids premiums and books, please visit my website.

BOOKS I RECOMMEND

Beyond Snap! Crackle! Pop! The Story of American Illustrator Vernon Grant - 2014 by Linda Williams
Vernon Grant’s Mother Goose - 1998 by Harry N. Abrams.
Vernon Grant’s Santa Claus - 2003 by Harry N. Abrams.

LINKS