Simon Alexander
John Francis Putnam (June 21, 1917 – November 29, 1980) was an American art director, designer, illustrator, and creative visionary best known for his transformative role at Mad magazine, where he served from 1954 until his death in 1980. Putnam’s distinctive design sensibility, offbeat humor, and innovative visual ideas helped redefine Mad from a comic book into an influential satirical magazine. Publisher Bill Gaines famously remarked, “Until John came to us, Mad was just a comic book.”
Infobox: John Putnam
| Born | June 21, 1917, U.S. |
| Died | November 29, 1980 (aged 63), Munich, West Germany |
| Nationality | American |
| Occupation | Art Director, Designer, Illustrator |
| Years Active | 1954–1980 |
| Known For | Art Direction of Mad, creation of “Arthur the potted plant,” “Mad Zeppelin” |
Early Life and Background
John Putnam was the son of celebrated novelist and playwright Nina Wilcox Putnam, whose prolific literary and theatrical career likely nurtured his creative instincts from an early age. Growing up in an intellectually vibrant household filled with books, art, and stimulating conversation, he was exposed to a broad spectrum of cultural influences.
He developed an eclectic range of interests—from visual art, illustration, and photography to military history, miniature model building, and the study of classical French literature. He was fluent in French, having spoken it since childhood due to his family’s cultural connections, and he maintained a lifelong passion for the language, often reading original French texts, translating Proust and chanson lyrics, and sharing his love for French culture with friends and collaborators.
Career Before Mad
Before joining Mad, Putnam operated his own freelance art studio, producing design and illustration work for a diverse range of clients, including book publishers, advertising agencies, and small independent magazines. His assignments often spanned from commercial advertising layouts to whimsical editorial cartoons, showcasing his adaptability across different media. Known for his unconventional humor and love of visual puns, he often stored his artwork in drawers labeled with playful or provocative titles such as “Pornography” and “Transvestia,” which reflected both his irreverent wit and his fondness for gently shocking his peers.
This period not only honed his technical design skills but also gave him experience in managing creative projects, working with varied artistic styles, and meeting tight deadlines—skills that prepared him perfectly for the fast-paced and visually inventive environment of Mad magazine.
Transforming Mad Magazine
Putnam joined Mad in 1954 as a temporary $75-a-week hire but quickly proved himself indispensable to the magazine’s identity. Over the next 26 years, he became a key architect of Mad’s evolving visual language, overseeing everything from cover layouts and typography to the meticulous placement of recurring sight gags. He co-created the “Mad Zeppelin,” a surreal and humorous illustration often used as a running motif, and introduced “Arthur the potted plant,” a tongue-in-cheek office joke that originated from a real pot of marijuana he had cultivated in the art department.
This gag became an enduring part of Mad’s quirky lore. His role extended far beyond art direction—he occasionally penned and illustrated cartoons, devised whimsical visual pranks to amuse both staff and readers, and fostered an atmosphere of irreverent creativity that shaped the magazine’s distinct satirical tone.
Other Creative Work
Outside of Mad, Putnam expanded his creative reach into multiple artistic domains. He created the distinctive logo and whimsical mascot for Paul Krassner’s The Realist, contributing regularly with both visual and written material that reflected his satirical edge. In 1954, he scripted the gripping war story “Dien Bien Phu!” for EC Comics’ Two-Fisted Tales No. 40, demonstrating his narrative abilities in addition to his visual talents. Beyond print, he was an accomplished photographer and wood sculptor, mounting several well-received gallery shows in New York’s West Village that featured his intricate painted paper constructions and finely detailed wood carvings.
His close friendship with photographer Diane Arbus led to numerous creative collaborations, including extended photography sessions at the Hudson River docks where they explored themes of urban life and eccentric characters. Fluent in French, Putnam often translated French literature and song lyrics—sometimes works by Proust or Charles Trenet—for Arbus, offering not just linguistic accuracy but also cultural nuance that deepened their mutual appreciation for French art and music.
Personal Life
In the 1960s, Putnam lived on Occident Avenue, Staten Island, with his wife and two sons, in a home that reflected his artistic temperament and wide-ranging interests. Known for his eclectic collections, he amassed an impressive variety of sea shells from travels and coastal excursions, meticulously crafted and painted miniature models, and a carefully curated library of rare French books that he often revisited for inspiration. His deep love of military history, encompassing both historical research and hands-on model building, informed not only his artistic projects for Mad but also his personal hobbies, from creating dioramas to participating in reenactments and historical society events.
Final Years and Death
Putnam died of pneumonia on November 29, 1980, during a Mad staff trip to Munich, Germany, where the magazine team had been attending cultural events and gathering material for future satirical features. When he fell ill, he was hospitalized in Munich, and while most of the staff were forced to return to New York due to work obligations, his close friend and colleague, Mad artist George Woodbridge, remained at his side, providing comfort during his final days. Woodbridge personally oversaw arrangements and accompanied Putnam’s body back to the United States, ensuring his friend’s return home with dignity.
Legacy
John Putnam’s work continues to be celebrated by fans, cultural critics, and historians of Mad magazine. His innovative page layouts, deft use of visual humor, and ability to fuse meticulous design with biting satire left an enduring impact on American pop culture, influencing not only the field of magazine art direction but also shaping how satire was visually presented in the latter half of the 20th century. Modern graphic designers often cite his blending of typography, illustration, and subversive humor as a template for creative risk-taking, and many of his visual gags remain instantly recognizable to Mad readers decades after their creation.
FAQs about John Putnam
Q: What was John Putnam’s role at Mad magazine?
A: He was the art director and designer from 1954 to 1980, shaping the magazine’s signature look.
Q: Did John Putnam contribute art outside of Mad?
A: Yes, he worked for The Realist, scripted for EC Comics, and exhibited his own sculptures and photographs.
Q: What was “Arthur the potted plant”?
A: A recurring Mad sight gag based on a real marijuana plant he had grown in the office.
Q: How did he know Diane Arbus?
A: They were friends who often photographed together and shared a love for French culture.
Q: How did John Putnam die?
A: He died of pneumonia in Munich, Germany, in 1980 during a Mad staff trip.
