The 2010 Love stamp, Pansies in a Basket, may have a familiar look to it—for good reason.

The floral design is a reproduction of a watercolor created by the late Dorothy Maienschein, an employee of Hallmark Cards, Inc. Introduced as a Mother’s Day card in 1939, it later became a thinking-of-you design and remains in the line today.

Dorothy Maienschein’s son spoke at the First Day of Issue ceremony, which took place at Hallmark headquarters in Kansas City, Missouri:

At the time of the stamp’s release in April 2010, Hallmark, which began tracking sales in 1942, said that almost 30 million cards with the design had been purchased—more than any other card in history.