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Stop 2

Stop 2 Group
2A- Speed Porcelain Sign
2B- Sinclair H-C Porcelain Sign

2A – Speed Porcelain Sign

2A Speed Porcelain Sign
This Speed station pole sign is from a brand that was part of the competitive landscape of the American oil industry. It is an impressive 6 feet tall and double-sided and features the brand’s logo in full, vibrant color. Speed Oil Company of Atlanta was operating by the mid-1930s; the sign’s exact date is unverified. Speed was an Atlanta-based regional brand that merged with Citizens Oil Co. in 1951.

The logo on this sign features the word “SPEED” in bold, red capital letters, with a dynamic blue silhouette of a greyhound in mid-leap below it. This design choice reflects the era’s fascination with speed and efficiency, common themes in automotive advertising. The use of a greyhound, an animal synonymous with speed, was a clever marketing move, symbolizing the quick service and high-quality fuel that Speed aimed to provide. This design is part of the evolution of logos where simplicity, bold imagery, and clear messaging became key to brand recognition.

Fun Fact:

Gone to the Dogs: In 1951 Speed Oil of Atlanta merged with Citizens Oil Co., whose “77” signs also carried a running greyhound. That’s why a greyhound runs on the Stop 4 Citizens sign too.

This is an important piece of petroliana memorabilia in that it represents smaller brands like Speed that contributed to the early landscape of American road travel before being overshadowed by larger conglomerates.

 

2B – Sinclair H-C Porcelain Sign

Stop 2B Sinclair H-C sign
This Sinclair H-C station pole sign is a significant piece of petroliana, representing the Sinclair Oil Corporation, one of the more enduring names in the American oil industry. Sinclair introduced H-C gasoline in 1926; this sign’s exact date is unverified. Porcelain enamel signs like this one were popular for their durability and the ability to maintain vibrant colors.
The logo features SINCLAIR and GASOLINE in white letters with a black shadow on a green ring, around a red center with “H-C” in white letters outlined in black. H-C stood for “Houston Concentrate,” a premium gasoline Sinclair first sold in 1926. This design was part of Sinclair’s branding evolution, moving towards more distinctive and memorable logos to stand out in a crowded market. The use of contrasting colors and the prominent display of “H-C” was indicative of the era’s trend towards creating easily recognizable symbols.
Over the decades, as branding strategies evolved, Sinclair, like many companies, updated its signage. Although Sinclair has maintained its brand, specific designs like the H-C sign were phased out in favor of newer branding, often featuring their famous dinosaur mascot, Dino, more prominently.
Fun Fact:
Dino’s Debut: Sinclair’s ad writers introduced the green dinosaur in 1930 to sell lubricants made from crude oil laid down in the Mesozoic Era. The Apatosaurus was so popular that Sinclair registered it as a trademark in 1932.
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