Week 5 B -Graphics, Typography & Package Design

Week Ten Graphics, Typography & Package Design

5. Labels, & Advertising Ephemera

5.6. Salmon Labels, British Columibia, c. 1950=60

Early Labels Picturesque

"The labels off old salmon cans are telling us a great deal about West Coast cultural and technological development.

(top) Cock o'the North Brand Salmon, Anderson and Miskin Ltd. Vancouver, British Columbia
Falcon Brand Salmon,
British Columbia
(bottom) Paddler Brand Salmon, Allied Export Co. Ltd. Vancouver, British Columbia

Visit the link provided to learn about the Gulf of Georgia Cannery Historic site.

When asked why salmon can labels today are not as picturesque as in the past, Lorenz explains that advertising has evolved. "Now we have televison, radio, newspapers, and colour flyers. All labels have to do is remind comsumers of previous advertising, "McKay adds, "Simple was equated with modern in the 1970s, which was when labels shifted away from pictures."

Fist there were rugged mountains and silvery fish. Then came the beaver, the Mountie, and the native chief on horseback. During the war, fish came back- this time shaped like torpedos-and warships replaced the mountainous backdrop. Peacetime brought rosy-cheeked housewives and smiling men proudly displaying their catch.

Images found on salmon can labels form the Gulf of Georgia Cannery are the topic of a collaborative research project involving University of Victoria, the cannery, and the Richmond Art Gallery. Under the direction of UVic history in art professor Carol Gibson-Woo, history graduate student Kathy McKay and history in art graduate Claudia Lorenz researched the icons depicted on historic salmon can labels.

Located at the mouth of the Fraser River in the historic fishing village of Steveston, Braitish Columbia, the Gulf of Georgia Cannery is a 108 year old site. The cannery is one of the last standing remnant of an industry that has dotted B.C. shorelines during Canada's infancy. Closed in 1972, the cannery now sees people instead of fish; 20,00 people visited the cannery in 2001 alone."