burn out!

The Death Rides poster was produced in 1933 by the US Forest Service, but I've sadly never seen the specific artist named anywhere. It reflects the pretty typical attitude of the time that fire=bad, that it leads to death as a negative thing. It's also one of the most popular pre-Smokey Bear fire prevention posters. This thing is EVERYWHERE, especially in wildland fire circles. It's on posters, shirts, even a few logos.

I have never seen a GOOD reproduction of the thing. I feel like there's got to be a good quality one sitting around somewhere, but it sure doesn't seem to have made its way onto the internet. They're all grainy with strange color splotches, but that's never seemed to effect its popularity.

I do really love the concept of the original poster, and the simple phrasing that drives home the clear message. For my redo, I wanted to keep the overall look and feel, and the simple, clear message, but changing it to match modern understandings of fire and its place in the cycle of life in forests. I set out with the following goals:

Show fire as a part of the natural cycle that helps keep landscapes healthy.

Make the horse less distressed looking.

Remove the gendered language from the messaging.

Keep as much of the original posing, composition, and colors as possible.

Showing the renewal cycle was the trickiest part, because the composition really didn't leave a lot of room to show the regrowth portion. I think I came up with a good balance, though, by having the forest very overgrown, dark, and unhealthy, then having the strong dividing diagonal/arrow of fire bringing light into that dark overgrowth, and the open, regrowing portion behind the smoke and flames. I also had the regrowth coming from the horse's hooves so that the horse is more of an active piece of the story, rather than being forced through the whole affair.

The regrowing plants in the background are fire poppies and fireweed, as well as a few distant aspen saplings, all of which are some of the first plants to come back after wildfires move through. Death also got a fire poppy as the clasp of their cloak.

For the phrasing, I came up with "Death Renews the Forest" almost immediately, but I had more trouble with the bottom portion. I wanted the phrase to not be gendered anymore, so switched it to "we." Initially I thought about something like "When we are educated in its use." But I wasn't a big fan of "use." While the poster does feature Death doing an intentional prescribed burn, I also wanted the phrasing to apply to letting naturally lightning caused fires burn. So less "use" and more embracing fire overall. This is especially true given that in the US we have, unfortunately, gone back to a full suppression strategy as of 2026 thanks to an executive order from the orange menace. So, despite decades of research showing how much harm that causes, we've been ordered to start doing it again. Which, to me, just makes this redo of the poster even more relevant right now.

Spider helped me puzzle out some other phrasing ideas, and I really liked this final one. I think it is balanced really well with the top portion of the text, and the overall message of the poster.