By Matthew M. Thomas
In November 2021 I posted a story about discoveries I made that shed light on the origins of Quebec’s iconic round can for packaging maple syrup. As is sometimes the case, publishing a research report can spark interest and open up new doors to information and lines of inquiry.
Following up on that post I was able to learn a bit more about the origins of the Dominion & Grimm (D & G) design for syrup can labels, arguably the most famous and the truly iconic image of these 26 oz. / 540 ml cans.
As noted in the previously posted story, the earliest evidence I could find for the appearance or use of the D & G design was a December 1955 advertisement announcing the introduction of a new four color lithographed can in the one gallon size. The earliest dated image I could find of the use of this D & G design on a round 26 ounce can was in a D & G Catalog from 1961.
Trying to get a bit more information on the early dates and the creator of the D & G design, I examined the trademark history of the image for both Canada (application number 1942475) and the United States (serial number 87833883). In both cases the trademark record indicates that the design first appeared sometime before 1962, but there were no more specific details about the first date of use. Helpful as an official record, but we already knew it was in use well before 1962.
Shifting gears to see if I could find out the name of the artist who designed the D & G label, I contacted Dominion & Grimm and was pleased to be put in touch with Monsieur François Corriveau, Dominion & Grimm’s Marketing and Communications contact, who was very gracious in tackling my questions. Mr. Corriveau was able to tell me, “we have an old but undated framed poster of the artwork at the office with mentions at the bottom that says “Registered drawing” and “Design by Sylva Lebrun”.
Sylva LeBrun is the founder of Dominion Evaporators in Montreal in 1940. LeBrun later purchased the Grimm in 1953 and combined them to form the Dominion & Grimm Company. So, it was Mr. LeBrun himself who is credited with the design for the D & G syrup cans.
Mr. Corriveau further added, “that It seems that there is no traces of when the can with the famous design was introduced. Dominion evaporators was really big in canning equipment for food in the beginning of the 1950’s. (Sterilization and so forth). So we always assumed that the can came first (as soon as 1951) and the metal jugs arrived later in 1955. But we have no evidence that this is what really happened.”
Considering: 1) that Mr. LeBrun was credited with the design; 2) the earliest example we have of the design is a 1955 D & G advertisement; and 3) taking into account that Dominion & Grimm as a company did not exist until 1953, it seems likely that the D &G design was in existence, or at least in use, no earlier than 1953 and most likely was created by Sylva Lebrun around 1954.
Special thanks to Mr. François Corriveau and his colleagues at Dominion & Grimm for sharing their knowledge and company history and helping us all learn a little more about the history of this iconic syrup can.
C’est drôle, ce matin je cherchais des informations sur mon arrière grand-père Sylva Lebrun et je suis tombée sur votre article de la Dominion and Grimm ! Effectivement, c’est lui qui a fait le dessin en bleu, blanc et rouge que l’on retrouve sur le contenant de sirop. Ma grand-mère (sa fille, Lucille Lebrun-Jolin) avait la vraie peinture de cette image dans sa chambre . Je la lui ai empruntée et fait faire un laminé de la toile. M. Lebrun a aussi été maire de Waterloo de 1937 à 1943. Merci pour votre article monsieur Matthew Thomas !