Looks Good for 48 by J.C. Leyendecker
Looks Good for 48 by J.C. Leyendecker Looks Good for 48 by J.C. Leyendecker Looks Good for 48 by J.C. Leyendecker Looks Good for 48 by J.C. Leyendecker Looks Good for 48 by J.C. Leyendecker
Looks Good for 48 by J.C. Leyendecker

Looks Good for 48 by J.C. Leyendecker

  • This endearing oil on canvas was composed by the American Illustrator J.C. Leyendecker
  • Entitled Looks Good for '48, the composition features his beloved New Year's Baby
  • The iconic illustrator was commissioned to paint the work by the American gasoline company Amoco
  • With his distinctive style, Leyendecker is credited for changing the face of modern advertising
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Item No. 30-9978
$178,500
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description
Joseph Christian Leyendecker
1874-1951 | American

Looks Good for '48

Signed "JCL” (lower left)
Oil on canvas

With his iconic New Year's series of Saturday Evening Post covers, J.C. Leyendecker gave us what is perhaps the most enduring and global New Year’s symbol, that of the New Year’s Baby. It was in 1906 that Leyendecker painted his first image of a baby ringing in the New Year for the Post, in what would become an annual series of works spanning nearly 40 years. At times silly and others thought-provoking, Leyendecker's babies are, at their hearts, enduring symbols of new beginnings.

Entitled Looks Good for '48, the present work was a special commission from the artist for the American Oil Company (Amoco). While his final Post cover was the 1943 New Year's Baby, he would go on to incorporate the cherubic child in his advertisements for Amoco throughout the 1940s. The present work is one such example, in which his famed New Year's Baby looks ahead with optimism to 1948.

As the most popular and in vogue cover artist for the Saturday Evening Post of his age, Leyendecker was commissioned to illustrate the most important editions of the publication and, most notably, the holiday issues. His Easter, New Years', Thanksgiving and Christmas covers would become annual events for the Post’s millions of readers, who looked forward to his iconic characters such as the New Year's Baby. It would have been a highly recognizable motif by the time the present work was created. This image was subsequently used by Amoco for billboard advertising, and Amoco notepads and blotters featuring the scene were also produced and widely distributed. Such widely known works by this famed American Illustrator are highly prized.

Born in Germany in 1874, Leyendecker emerged as a major talent near the turn of the twentieth century, becoming the most well-liked and sought after American Illustrator of his day. In 1898, Leyendecker produced the first of 48 covers for Collier’s magazine. The next year, he painted his first cover for Saturday Evening Post magazine, which was the beginning of a 44-year association with that esteemed publication.

Over the course of his career, he would also transform the art of advertising for companies such as Amoco, B. Kuppenheimer & Co. and Interwoven Socks. His remarkable and extensive oeuvre ensured his influence over an entire generation of young artists, most notably Norman Rockwell, who was vocal about the impact of Leyendecker on his work. His unique hatching technique makes his distinctive style instantly recognizable, and he remains one of the most beloved American illustrators of the early 20th century.

Circa 1948

Canvas: 22” high x 27 7/8” wide
Frame: 29 1/2” high x 34 1/2” wide
specifications
Artist: Leyendecker, Joseph Christian
Framed:34.5"W x 29.5"H
Unframed:27.875"W x 22"H
Period: 1919-Present
Origin:America
Subject:Children
Depth:2.5 Inches
Width:34.5 Inches
Height:29.5 Inches
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