Ever wonder why the Fisher Body Corporation, makers of automobile bodies, used an early 19th century carriage as their logo?
The Fisher emblem was modeled after a carriage belonging to Napoleon I of France. This carriage symbolized the luxury and elegance that the Fisher Body Company hoped to bring to American consumers. Napoleon’s coach also evoked a strong tradition of craftsmanship. The company began as a family-operated carriage-making shop in Ohio during the late 1800s. This carriage logo was prominently displayed in “Body by Fisher” advertising campaigns. The emblem also appeared on the Fisher Body Company’s automobile frames produced throughout the 20th century for manufacturers, such as Ford, Buick, Cadillac, Studebaker, and General Motors.
In an effort to preserve their craft tradition while simultaneously grooming a new generation of automobile innovators, the Fisher Body Company organized the Fisher Body Craftsman’s Guild in 1930. The Craftsman’s Guild worked to encourage American and Canadian boys between the ages of twelve and nineteen to become interested in automobile technology and design. Organizers created a yearly model-making contest for members who competed to build the miniature Napoleonic carriage of the Body by Fisher logo until the contest switched to producing model cars after World War II.
The Fisher Body Company distributed information about the Craftsman’s Guild through organizations such as the Boy Scouts and the YMCA. Young men also learned about the carriage-building contest from periodical advertisements. The July 14, 1946 issue of American Weekly featured a “Body by Fisher” advertisement stating that the company offered, “Thousands of dollars in university scholarships and cash awards for best miniature Napoleonic coaches or model cars submitted by boys of 12-19 years inclusive.” Boys who saw these advertisements could visit their local car dealer or they could write directly to the Fisher Body Craftsman’s Guild to receive more information about the contest.
The Craftman’s Guild granted university scholarships of $5,000 each to the top four model builders at their annual convention. Historian Ruth Oldenziel notes that, “When the guild was founded in 1930, $5,000 was an average worker’s income for three years and would buy eight Chevrolets or Fords; in 1940 Americans could buy a house at that price” (Oldenziel, 143). Therefore, young men highly coveted these scholarships, especially by those teenagers who dreamed of being the first members of their families to attend college during the years of the Depression.
In an undated magazine advertisement, Fisher Body Company executives explained that their goal in establishing the Craftsman’s Guild was to “see this country peopled by men to whom honor can be given for their ability to design well and to build soundly whatever their generation may require.” Participants worked towards this goal by spending long hours working to complete their replica carriages or model cars. The rules of the contest required that all the parts of the Napoleonic coach be made by hand and have functional moving parts. While working with a variety of mediums including wood, metal, and fabric to construct their models, young men gained patience and cultivated an attention to detail, which were skill sets necessary to become successful engineers and automobile designers. Fisher Body’s coach building contest was successful in grooming a future generation of male technophiles, and over half of the General Motors design staff by the late 1960s had been members of the Fisher Body Craftsman’s Guild as teenagers.
Several advertisements from Fisher Body, including information about the Fisher Body Craftsman’s Guild, are currently being processed as part of Hagley Museum and Library’s Z. Taylor Vinson Collection. Share your memories of the Fisher Body Craftsman Guild on the Vinson Blog!
Body by Fisher advertisements, Fisher Body: Tear Sheets, ca. 1920-1970, Z. Taylor Vinson Collection, Hagley Museum and Library.
Oldenziel, Ruth, “Boys and Their Toys: The Fisher Body Craftsman’s Guild, 1930-1968, and the Making of the Male Technical Domain,” in Boys and Their Toys?: Masculinity, Class, and Technology in America edited by Roger Horowitz (New York: Routledge, 2001): 139-169.
“Styled for Smartness, Steeled for Strength,” The American Weekly (July 14, 1946), Fisher Body: Tear Sheets, Z. Taylor Vinson Collection, Hagley Museum and Library.
Alison Kreitzer is the Graduate Assistant for the Z. Taylor Vinson Collection at the Hagley Museum and Library.