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Long before New Yorkers could aimlessly scroll on their phones while riding on the subway, they could always read The Subway Sun. This subway poster series, designed to look like a newspaper's front page, encouraged civility, safety, cleanliness, and pride in their city and its mass transit rail system.
A new exhibit at the New York Transit Museum in Brooklyn, titled "Shining a light on The Subway Sun: The art of Fred G. Cooper and Amelia Opdyke Jones," brings the ad campaign's story to life. See a collection of original artwork and vintage posters from the 1930s and 1940s—many of which are still incredibly relevant today.
RECOMMENDED: Let me tell you—I spent six hours underground at a midtown subway station. You should, too.
For five decades, The Subway Sun advised, informed and admonished New York subway riders, quickly becoming a part of daily life for millions of riders. The posters featured bold headlines, alongside comic book-style illustrations. Headlines included: "Trains can't wait because you're late; please do not squeeze thru closing doors" and "It can happen here! Your subways will be clean if you help keep them that way." Other posters advertised destinations the subway could take you to, such as Coney Island (billed as "Fabulous! Famous! Thrilling!"), as well as the Bronx Zoo, the Hayden Planetarium, and the Brooklyn Museum.
By the mid-1930s, illustrator Fred G. Cooper brought his distinctive cartoon style to the campaign, adding charm and wit to its messages. In 1946, Amelia Opdyke Jones succeeded Cooper, infusing The Subway Sun with a fresh perspective. Under her direction, Subway Sun posters tackled one of the biggest challenges of any transportation system: encouraging the people sharing their commute to behave. Her etiquette posters asked customers to keep the subways clean, provide ample space for fellow passengers to sit and stand, and refrain from holding the train doors to keep trains running on time.
Even decades ago, posters were tackling challenges like "manspreading" and putting feet on seats. The digital posters we see in the trains today still bear her influence.
A fantastic blend of iconic images and advertisements that perfectly encapsulate a mid-20th century aesthetic.
"This exhibit is a fantastic blend of iconic images and advertisements that perfectly encapsulate a mid-20th century aesthetic and that are remarkably just as relevant today as when they first appeared," New York Transit Museum Director Concetta Bencivenga said in a press release.
At the exhibit, you'll get a chance to explore the creative process behind crafting a compelling ad campaign, from early concept sketches to polished posters. Keep an eye out for Jones's detailed margin notes, like printing instructions and painted color swatches. Also look for with Cooper's whimsical signature symbol: a small bird with a question mark above its head.
"Few ad campaigns had the impact that The Subway Sun had, which is a testament to the art that Cooper and Jones created," New York Transit Museum Curator Jodi Shapiro said in a statement. "It's a pleasure to be able to show people some of the creative process behind the posters."
While you're there, also check out the exhibition celebrating 120 years of the subway. If you haven't been to the Transit Museum yet, add this to your NYC bucket list! It's the largest museum in the United States devoted to urban public transportation history and one of the premier institutions of its kind in the world. The museums is located in a decommissioned subway station at 99 Schermerhorn Street. It's open Wednesday through Friday, 10am to 4pm; Saturday and Sunday, 11am to 5pm. General admission is $10 for adults, $5 for kids and seniors.