Here's how Lovell himself described the process:
The requirement here was to create an heroic, slightly larger than life embodiment of a man who could be identified with dependability and authenticity and at the same time be real. This was done to replace the original trademark figure used for many years by the Continental Insurance Company.
Before consulting a model, I drew this basically strong figure, to be certain he would not be overpowered by his equipment. Research in depth was done at West Point Museum under the guidance of Col. Frederck P. Todd, then curator. The painting later won a gold medal at the Society of Illustrators Annual National Show.
Image is trademark of the Continental Life Insurance Companies.
Leif Peng's excellent illustration art blog "Today's Inspiration" has been doing a feature this week on Lovell , drawing from the 1956 American Artist profile by Norman Kent.
The material in this post was drawn an article "Tom, The Unswervable Lovell," in the North Light Collection, Volume 2, 1979, a compilation from the North Light Magazine.
Lines and Colors tribute to Lovell, link.