About This Stamp
The U.S. Postal Service commemorates the 500th anniversary of the naming of Florida with the release of stamps that celebrate the state’s floral abundance. During the Easter season of 1513, Spanish explorers first visited the state we now know as Florida. They named the land La Florida for Pascua Florida (\"Feast of the Flowers\"), Spain's Easter celebration, and for the verdant display of vegetation that they could see from their ship.
The four se tenant stamps contain a cascade of blossoms that evokes the feeling of a tropical garden. Each stamp shows a particular variety of flower: red and pink hibiscus; yellow cannas; morning glories in white, red, and shades of purple; and white and purple passionflowers. The stamp pane includes on the selvage an imagined scene of explorers traveling in a small boat along a river or channel surrounded by tropical foliage.
Flowers are a perennial favorite with collectors and the stamp-buying public, and La Florida’s exquisite blossoms will be an elegant addition to the U.S. Postal Service’s tradition of producing appealing and beautiful floral stamp art.
Art director Ethel Kessler designed the stamp, with floral art by Steve Buchanan.
La Florida stamps are being issued as Forever® stamps. Forever stamps are always equal in value to the current First-Class Mail® one-ounce rate.
Stamp Designer, Stamp Art Director
Ethel Kessler
Ethel Kessler is an award-winning designer and art director who has worked with corporations, museums, public and private institutions, professional service organizations, and now, the United States Postal Service.
After earning a B.F.A. in visual communications from the Maryland Institute College of Art, Kessler worked as a graphic designer and project manager for the exhibits division of the United States Information Agency. Her work was distributed internationally on subjects such as Immigration, Entrepreneurship, Renovation of American Cities, and the Bicentennial of 1976. She was also responsible for exhibits in Morocco, Botswana, and El Salvador.
In 1981, she established Kessler Design, Inc., for which she is creative director and designer. Clients have included the Clinton Government reorganization, the Smithsonian Institution, National Geographic Television, the National Park Service, and the American Institute of Architects.
She has been an art director for the U.S. Postal Service’s stamp development program for more than 25 years. As an art director for USPS, Kessler has been responsible for creating more than 500 stamp designs, including the Breast Cancer Research stamp illustrated by Whitney Sherman. Issued in 1998, the stamp is still on sale and has raised more $98 million for breast cancer research. Other Kessler projects include the popular and highly regarded Nature of America 120 stamp series, a collaboration with nationally acclaimed nature illustrator John Dawson, the 12-year Lunar New Year series with Kam Mak, the American Filmmaking: Behind the Scenes 10 stamps issued in 2003, a 2016 pane of stamps celebrating the 100th anniversary of the National Park Service, and the 2023 stamp honoring Supreme Court Associate Justice Ruth Bader Ginsburg. And many, many others.
Stamp Artist
Steve Buchanan
Steve Buchanan was trained as a classical musician at Oberlin College in Ohio and earned his doctorate from the University of Texas in Austin. After eleven years as a university professor and concert pianist, he studied painting with Dennis Nolan at the Hartford Art School and, in 1988, began a successful second career as a freelance illustrator.
Buchanan specializes in natural science illustration and is best known for his botanical and entomological subjects. His clients have included Bayer Corporation, The United Stated Forest Service, The American Arachnological Society, The New York Times, The Brooklyn Botanic Garden, Scientific American, Houghton Mifflin, and Fine Gardening Magazine.
Among Buchanan’s projects for the U.S. Postal Service® are Tropical Flowers and the Insects & Spiders Classic Collection, both issued in 1999; Reptiles & Amphibians (2003); American Motorcycles (2006); La Florida (2013); and Winter Berries (2019).