The sweet face of aunt jemima most likely floods you with happy memories of eating pancakes with friends after a sleepover or feasting on waffles on a sleepy sunday morning however few realize the logo is incredibly problematic and after far too long. Aunt jemima s logo has changed 6 times and its history is rooted in racial stereotypes and slavery check out how the brand started and evolved over 130 years jessica snouwaert 2020 06 17t21.
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Aunt jemima is based on the common enslaved mammy archetype a plump black woman wearing a headscarf who is a devoted and submissive servant.
Aunt jemima logos throughout history. While a label on a box might be very benign the history of it. But the real history of green and the aunt jemima brand tells a different story. See more ideas about aunt jemima aunt vintage advertisements.
Starting in mid to late june 2020 many brands with mixed race characters incorporated into their branding including uncle ben s eskimo pie cream of wheat mrs. 1933 anna robinson portrays aunt jemima at the second chicago world s fair she travels the country promoting aunt jemima and is able to make enough money to provide for her children and buy a 22 room house where she rents rooms to boarders. Her skin is dark and dewy with a pearly white smile.
Even if logos are changed like aunt jemima was modernized in the late 1980s what impact does its history have on people. Aug 5 2014 explore the african american heritage s board aunt jemima throughout history followed by 272 people on pinterest. For over 100 years aunt jemima has been widely recognized for its buttery maple syrup and of course its somewhat nostalgic logo.
Although depictions vary over time they are similar to the common attire and physical features of mammy characters throughout history. Aunt jemima portrayer anna robinson bettmann bettmann archive other archetypes invented around the same time were the black dandy an arrogant ostentatious man who tried to appear dignified but wasn t and jim crow a stereotypical slave the jezebel was a sexually promiscuous woman there was also the uncle tom character the male version of the mammy character. Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype.
Butterworth s and namely aunt jemima said they would make changes to their logos packaging and even names following protests over systematic racism against them. On 17 june 2020 the owner of aunt jemima quaker a subsidiary. Previous iterations of the logo have received criticism throughout the years for perpetuating a mammy.
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