A woman stands, holding a torch aloft. She appears on screen for just a few seconds, accompanied by the name of the production company, before disappearing as the film begins. This is the famous introduction of Columbia Pictures, a signal to viewers that they are about to see a high-quality Hollywood production. While this logo is one of the most recognizable in the history of cinema, few people know the simple story behind the creation of the “Torch Lady.” Here, we explore the amusing tale of how this iconic image came to be.
The story begins in 1924 with the founding of Columbia Pictures. The torch-bearing lady logo was adopted in the 1930s, but the identity of the woman depicted remained a mystery for many years. In 1989, Sony Pictures acquired Columbia Pictures and decided to update its branding, including modernizing the famous logo. To do this, they hired Michael Deas, a photographer from New Orleans, to refresh the image. Deas reached out to his friend Cathy Anderson, also a photographer, for assistance. Cathy, in turn, contacted a colleague from a local newspaper, Jenny Joseph, who was 30 years old at the time, asking her to be the model for the updated logo. Jenny agreed, and Cathy transformed her living room in New Orleans into a makeshift photo studio, complete with a large backdrop, camera equipment, and lighting.
On a July morning in 1991, Jenny arrived at Cathy’s house, soon followed by Michael, who brought along a box of croissants for breakfast. After their meal, they began the photoshoot, which lasted about two hours. In an interview, Jenny Joseph later recalled that they wrapped her in bedsheets, handed her a small desk lamp to mimic the torch, and asked her to pose while Michael snapped photos. During the session, Cathy asked Jenny to sit down for a minute, capturing a photo of her seated as well. After the shoot, Michael Deas spent two months refining and perfecting the image that would become his enduring masterpiece.
Michael Deas has spoken about how Jenny Joseph was a blessing to him, describing her as kind, beautiful, and gracious for agreeing to participate, especially considering she had never modeled before and would not model again after this. He expressed his delight at the fact that the image has become a cinematic icon, lasting over 30 years on the silver screen.
Cathy Anderson also shared her reflections, noting that even after 30 years, seeing the Torch Lady on the big screen for the first time left her speechless. She never imagined that her work, created in her living room with close friends, would be seen by millions of people worldwide. She still feels a rush of excitement every time she sees Jenny Joseph as the emblem of Columbia Pictures, and she is proud that her children think it is amazing that she helped create such an iconic image. Cathy believes that even if the image had not become famous, the day of the photoshoot would still hold a special place in her heart because it was a memorable moment shared with dear friends.
This story of the Torch Lady is a testament to how a simple, spontaneous photoshoot in a living room can result in a timeless piece of cinematic history. From its humble beginnings, the Columbia Pictures logo has become a symbol of Hollywood’s golden age, an enduring icon that continues to captivate audiences around the world.
