The first thing artist Paul Rogers did after being asked to design a holiday stamp showing a “traditional” image of Santa Claus was search the Internet. He was looking for storybook images that would spark his childhood memories and give him a starting point for the project.
Several children’s storybooks gave him a feeling for possible ways to approach the subject:
“Donald Duck and Santa Claus,” illustrated by Al Dempster (1952)
“The Golden Book of Little Verses,” illustrated by Mary Blair (1953)
“The Night Before Christmas,” illustrated by Gustaf Tenggren (1951)
“Wonder Book of Christmas,” illustrated by Lou Myers (1951)
“I was worried about how to do it and not be corny,” Rogers said. “I grew up in California, so I’ve never seen a snowy village.”
First, Rogers did a rough sketch of Santa to suggest a basic look.
He then sent sketches for the block of four stamps to art director Howard Paine. They considered presenting Santa’s face as a sort of puzzle.
But in the end they decided on a different strategy. Rogers presented sketches with one stamp more “finished” to give a better sense of what he had in mind.
An early version of the solution they agreed on appears above. The final stamps are slightly different: The reindeer’s legs in the top right square, for example, joined its whole body in the top left in the finished version. Changes were made to the houses as well.
“Howard Paine is such a great art director,” Rogers said. “He always gave really great advice.”
This set includes a booklet of 20 stamps and four envelopes, each with an affixed stamp and a First Day of Issue color postmark (click for more info).
The special challenge posed by this assignment, Rogers said, was to create a composition that would work as four stamps together as well as individually. His original sketches were drawn in pencil on paper, but the final images were computer-generated—making the stamp art simultaneously traditional and new.
The Santa and Sleigh Forever® stamps are now and in Post Offices nationwide as double-sided booklets of 20 self-adhesive stamps each. Forever stamps are always equal in value to the current First-Class Mail one-ounce rate. At the time of issuance, the Santa and Sleigh stamps are being sold at a price of 45 cents each, or $9.00 per booklet.