Labeling America: The Story of George Schlegel Lithographers, 1849-1971

Cigar box labels in the late 19th and early 20th centuries were not only amusing and beautiful to admire, they were a testament to the printing process of chromolithography and an important precursor to today’s methods of product advertising.

Labeling America: Cigar Box Designs as Reflections of Popular Culture showcases the unique collection of John Grossman which covers 90 years of cigar box labels and bands printed by four generations of George Schlegel Lithographers. What makes this archive unique is that the Schlegel Company kept meticulous sample albums and files showing an unbroken record of American graphic style evolution. The work of many other lithographers of that era either destroyed or irreversibly dispersed their work. 

Now housed at the Winterthur Museum in Delaware, the carefully cataloged Grossman collection gives a glimpse into life at the turn of the century, when over 5 billion cigars were being sold in the United States via boxes with colorful labels depicting everything from women, animals, and sports icons to actors, heroes, and political figures. This book takes these beautifully printed slices of American culture and combines them with the history of chromolithography into an interesting story of America’s changing tastes and graphic standards.