1948 IRIS LOVER'S CATALOG
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COVER: In 1947, Schreiner's began adding producing color catalogs. The 1948 edition of the Iris Lover's Catalog is graced with a picture of their 1945 introduction: Black. The cover is thin and of the same material as of the inner pages. The catalog remains the same size as the 1939 catalog. The font used in the actual Schreiner logo is unique to this catalog, and was never used again in any subsequent catalog.

ABOUT: The 100 Best Iris feature had been reduced to one page. It is here where Schreiner's takes a more modern approach listing varieties by description with pictures scattered throughout. The font style consisted of the variety names in a sans-serif, all-caps font. The description was then slightly smaller in a serif-type font. They would use this format for many decades, perhaps until the 1985, but definitely by 1987, where the blue color was used for the names. On the back cover, was the unique symbol Schreiner's Daylilies and Iris. The incorpation of the word "Daylilies" stayed in effect until 1951. By the time 1952 came, it had been reverted back to simply Schreiner's Iris.

GREETING: Once again we take pride in presenting this list of superlative Iris, in this our annual "Iris Lover's Catalog." We hope that our effort will strike a responsive chord not only in our many old customers and friends throughout the country by also in those newl acquainted with Iris.
     One of our special endeavors has been a more attractive catalog and we hope the addition of a number of new colored illustrations marks a step in this direction. We have continued the many special features of our book that have been particularly well received in the past. Words and color charts can scarcely depict the amazing range of color present in our Iris today so great is the array of tones and shades.
     To our many customers and garden friends throughout the country we send our greetings. Your interest and patronage is appreciated.
     ROBERT SCHREINER

IRISES INTRODUCED:
     SCHREINER INTROS:
           Velvet Dusk

     OTHER INTROS:
           Afar (Elbridge Lapham)
           Bonny (Elbridge Lapham)
           Charlie Gersdorff (Elbridge Lapham)
           Golden Lustre (Peter Fass)
           Morning Melody (Joseph Becherer)
           Permanent Wave (Thomas Williams)

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