« October 13, 1934: Washington at Oregon »

— Click to embiggen — This year, the program has an official name, “The Oregon Goalpost.”

So many cool things that we take for granted now first appeared in 1934.  Flash Gordon.  The Three Stooges.  The Soap Box Derby.  Bart Starr. Hank Aaron.  Sofia Loren. Wink Martindale.  And the nation’s new-found optimism under FDR, or socialist hysteria depending on one’s perspective, marked the beginning of the end of the Great Depression – the estimated unemployment rate would never be as high again as the 21% idled by mid-summer.

Clearly, at least one person was gainfully employed in the area of Oregon athletic program design, or maybe employed as a student intern from the Department of Art, as the 1934 UW-UO folio shows a definite upgrade in layout and graphic content. There’s a beautiful cover painting by “Shawl”. There are nice Art Deco touches throughout – note the faux-woodcut “Huskies” and “Ducks” logos, as well as the stencil-effect helmeted head here and there. Photo quality is improved over 1932, and there was enough room in the budget for a full-page team shot, a list of 1934 rules changes, and a blurb for “Challenge Day” (“Each year.. a group from one city or the other has, on the Tuesday preceding the game, created a maximum of disturbance in the other metropolis.” I can’t read this without thinking of Eugene’s contribution to the anarchist riots at the World Economic Forum in Seattle a while back.)

Blitz Weinhard was an advertiser.  And there is another subtle but foreshadowing sponsorship encroachment – a full color, back-cover ad for Chesterfields. A toe in the water, perhaps..  but Richfield couldn’t be expected to cover the cost of all that color forever.

Oh, the game? Sadly, Oregon’s string of six consecutive shutouts against UW came to an end, with the visitors rolling to a 16-6 triumph on the toe of one Elmer Logg, who kicked three field goals and an XP.

Center spread (click to embiggen)

I can’t mix orientations in the scrolling window, so in the interest of avoiding a wrenched neck, below are the two landscape pages (clickable)..