I Heart Design

no. 72

SELECTED BYDEBBIE MILLMANMORTON SALT UMBRELLA GIRLDESIGNERUNKNOWN

Joy Morton started the Morton Salt Company in 1910 with a novel idea: By adding magnesium carbonate to salt crystals, moisture would not affect the granules and lumps and clumps could be avoided in damp, humid weather. This allowed for a uniquely consistent, smooth pour. In 1911, after a number of clunky iterations, a clever advertising slogan touting the brand’s benefit was created, and “When It Rains, It Pours” has been in use ever since.

In 1914, design history was made in the form of an illustration that graced Morton’s cylindrical package. It featured an image of a mop-headed little girl rendered in yellow and blue; she carried an oversize umbrella warding off rain ...