Sunset Years


Don’t you love this May 1938 cover of Sunset magazine? It heralded the venerable Western Living mag’s 40th anniversary, hence the nostalgic image of a 19th-century train engine. The clean typography and bright colors actually give it quite the contemporary feel – which was definitely in line with what Sunset has always been about. Enough with the memories, it says, let’s go out into the sunshine – and build a patio! From this particular cover, I get a distinct, forward-looking Disneyland Frontierland/Main Street U.S.A./Americana vibe. That’s the main reason why it was posted today at 4 Color Cowboy.

Since my mom had a Sunset subscription in the late ’70s and early ’80s, I grew up with some pleasant times browsing through the mag’s staid yet comfortable images of flowers, cacti, salads, and blissed-out people lounging around on their groovy outdoor, multi-tiered wooden decks. Looking at the covers from that period now, I’m astonished by the color and the simple, restrained layouts (AND they use my all-time fave font, Clarendon). Sunset has had a pretty amazing history – their main office even survived the 1906 San Francisco earthquake to rebuild anew. What a metaphor for Western perseverance! Although it’s still hanging in there – as a watered-down, Martha Stewartish lifestyle publication owned by Time Warner – Sunset‘s 1932-83 period is where it truly excelled as a primer on casual Western living. The covers shown below demonstrate just a part of what made it such a unique icon in publishing history.

Sunset, August 1932.

Sunset, October 1935.

Sunset, April 1937.

Sunset, May 1941.

Sunset, October 1949.

Sunset, October 1957.

Sunset, February 1966.

Sunset, February 1970.

Sunset, February 1972.

Sunset, June 1974.

Sunset, March 1983.

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One Response to “Sunset Years”

  1. Christopher Says:

    April 1937 was a good month.

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