An Illustrated Map of Sioux City…

Wonderful promotional map of “The Home Market of the Northwest.” [verso]

This charming street plan of Sioux City, Iowa was designed by George Van Den Brink and lithographed locally by the Perkins Bros. Company in the mid-1930s (according to population statistics on the verso). It was distributed by Roberts Dairy, a large Midwestern milk processor headquartered in Omaha and still in operation (though not in name) today.

The central image shows a concise overview of ‘The Best Little City in America’, noting primary transportation routes, recreational activities, and various locations of interest. A smattering of illustrated accents and decorative elements add to the pleasing aesthetic. The street directory and a list of city parks is broken up symmetrically on either side of the page.

The verso includes an incredible list of civic organizations for the town of approximately 80,000 – nearly 80 different churches from over a dozen different denominations, thirteen libraries, eighteen schools, and forty-five associations and clubs. Statistics about Sioux City (provided by the local Chamber of Commerce) and advertisements for Robert’s Dairy are also present. Of particular interest is the text and photographs highlighting product safety and the homogenization process. Pasteurization would not become a standard procedure in the American dairy industry until the late 1930s.

Sources: Smithsonian Magazine; Perishable News;