How to Trademark a Fruit
To protect the fruits of their labor and thwart "plant thieves," early American growers enlisted artists
- By Daniel J. Kevles
- Smithsonian magazine, July-August 2011, Subscribe
(Page 2 of 3)
Nurserymen like Hovey founded the American Pomological Society in no small part to provide a reliable body of information about the provenance, characteristics and, especially, names of fruits. The society promptly established a Committee on Synonyms and a Catalogue, hopeful, as its president said, that an authoritative voice would be “the best means of preventing those numerous impositions and frauds which, we regret to say, have been practiced upon our fellow citizens, by adventurous speculators or ignorant and unscrupulous venders.”
Yet the society had no police power over names, and its verbal descriptions were often so inexact as to be of little use. It characterized the “Autumn Seek-No-Further” apple as “a fine fruit, above medium size; greenish white, splashed with carmine. Very good.”
Drawings and paintings had long been used to identify botanical specimens, including fruits. During the early 19th century in Britain and France, heightened attention was given to the practice of illustration in response to the proliferation of different names for the same fruits. An exquisite exemplar of the genre was the artist William Hooker’s Pomona Londinensis, the first volume of which was published in London in 1818. But beautiful as they were, pictorial renditions such as Hooker’s did not lend themselves to the widespread identification of fruits, even in small markets, let alone the steadily enlarging ones of the United States. Hooker’s illustrations were hand-painted. Such paintings, or watercolored lithographs or etchings, were laborious and expensive to produce and limited in number.
But in the late 1830s, William Sharp, an English painter, drawing teacher and lithographer, immigrated to Boston with a printing technology that had been devised in Europe. It promised to enable the production of multiple-colored pictures. Called chromolithography, it involved impressing different colors on the same drawing in as many as 15 successive printings.
Charles Hovey enlisted Sharp to produce the colored plates in Fruits of America, declaring that his “principal object” in publishing the work was to “reduce the chaos of names to something like order.” Together, the two volumes included 96 colored plates, each handsomely depicting a different fruit with its stem and leaves. Hovey held that Sharp’s plates showed that the “art of chromo-lithography produces a far more beautiful and correct representation than that of the ordinary lithograph, washed in color, in the usual way. Indeed, the plates have the richness of actual paintings, which could not be executed for ten times the value of a single copy.”
Not everyone agreed. One critic said that fruit chromolithographs lacked “that fidelity to nature, and delicacy of tint, which characterize the best English and French coloured plates, done by hand.” Some of the illustrations did appear metallic in tone or fuzzy, which was hardly surprising. Chromolithography was a complex, demanding process, an art in and of itself. It required a sophisticated understanding of color, the inventive use of inks and perfect registration of the stone with the print in each successive impression.
The editors of the Transactions of the Massachusetts Horticultural Society, who had tried chromolithographs and been disappointed, resorted to a prior technique—black-and-white lithographs that were then watercolored by hand. The editors engaged an artist named Joseph Prestele, a German immigrant from Bavaria who had been a staff artist at the Royal Botanical Garden in Munich. He had been making a name for himself in the United States as a botanical illustrator of great clarity, accuracy and minuteness of detail. Prestele produced four plates for the 1848 volume of the Transactions, and observers greeted his efforts with enthusiasm, celebrating them as far superior to Sharp’s chromolithographs.
Artists like Prestele did well in the commercial sector among nurserymen eager to advertise their fruit varieties, original or otherwise. But it was only the large firms that could afford to regularly publish catalogs with hand-colored plates.
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Related topics: Painting Plants Early 19th Century
Additional Sources
Pomona Londinensis: Containing Colored Engravings of the Most Esteemed Fruits Cultivated in the British Gardens by William Hooker, The Horticultural Society of London, 1818









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