When I used to collect vintage CBA and Eastern League memorabilia, I had boxes and boxes of game programs, including some from the Eastern League’s first season (1946-47). But between the 1950’s and early 1960’s, many Eastern League teams – along with college sports teams and high school teams – used a series of generic artworks for their game programs. The programs were offered by advertisers like Coca-Cola – in exchange for having the soft drink beverage prominently advertised in the game program’s scorecard centerfolds, Coke would provide beautiful full-color illustrations of game action.
The illustration you see on the right is from one of those artists, a gentleman named Fred Fixler. Fixler, along with illustrators Lon Keller and Larry Tisdale, drew hundreds of different covers like this for Coca-Cola, many of which are collectible today. Over time, these artists found fame in other avenues – Lon Keller, for example, is credited with designing the New York Yankees’ top-hat-and-baseball logo, as well as the skyline logo for the Mets.
Fred Fixler later taught illustration and drawing at several California colleges and universities, including the California Art Institute and the Brandes Art Institute.
He also drew covers for a small publishing company called Brandon House.
Not “Random House,” although one could be forgiven in assuming the misnomer. “Brandon House” was a pulp book company, specializing in tawdry and salacious publications. You know that rack of magazines at the convenience store that’s usually blocked off? Yeah, those magazines. Now think of them being published in the 1960’s – with intricately drawn covers of beautiful women almost wearing clothing.
That’s as far as I’m going to get in this blog.
But suffice it to say that Fixler worked for Brandon House for some time as an illustrator and as its director of art. Gary Sohler attempted to find Fixler, possibly to interview the artist about his long career.
Fixler did not respond.
It was up to another online writer, Ryan Richardson, to uncover Fixler’s work and history – both with his Coca-Cola advertising artwork and with his work at Brandon House. Please note – the links provided will bring you to images that are slightly NSFW.
For those who want to study Fixler’s artwork, the website fredfixler.com now exists. It is operated by one of the many students who were influenced by the master illustrator.
Fred Fixler passed away on January 21, 2010. He is missed in the art community and by students of the illustrated human form worldwide.
Chuck The Writer 
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