Stop 3
3A- Shell Embossed Sign
3B- Gulf Porcelain Sign
3C-D- Gulf No-Nox Porcelain Sign
3E- Pure Company Light-Up Clock
3A – Shell Embossed Sign
This metal painted Shell sign, with its embossed 3D letters and shell details, is a striking example of mid-20th-century petroliana from Shell Oil Company, a major player in the global oil industry.
It dates from the 1940s to 1950s, a period when Shell Oil was heavily promoting its brand across the United States. The use of painted metal with embossed features was common for durability and visibility, allowing the sign to stand out in various weather conditions.
During this era, Shell stations doubled as roadside hubs, offering not just fuel but free air for tires and cheerful attendants known as “Shell Answer Men,” who dazzled customers with trivia and travel tips. The Shell Oil Company, an American arm of Royal Dutch Shell, even rolled out quirky promotions like the “Shell Quiz,” a radio show that tested drivers’ knowledge, cementing its reputation as a fun, forward-thinking brand.
Play the Shell Quiz
1: What U.S. highway, completed in the 1930s, stretches over 2,400 miles from Chicago to Los Angeles and became a symbol of American road travel?
2: Shell stations are known for quality gasoline, but what essential service did they offer for free in the 1940s to keep drivers rolling smoothly?
3B – Gulf Porcelain Sign
This large Gulf sign, crafted from metal with a porcelain enamel finish, stands as a bold testament to Gulf Oil’s prominence in the mid-20th century. Likely dating to the 1950s, this large sign was designed to hang above gas station entrances or along highways, its durable porcelain coating ensuring vibrant colors remained striking despite weather exposure.
Gulf Oil, founded in 1901, was a trailblazer in the industry, notably introducing the first drive-in service station in 1913. By the 1950s, Gulf was a leader in refining technology, producing fuels like Gulfpride oil, often promoted through signage like this
Fun Fact:
These massive porcelain signs began to fade from use in the late 1960s, replaced by lighted plastic signs as stations modernized. Preserved in good condition, this piece captures Gulf’s legacy as a beacon of the open road.
Fun Fact:
3c-D – Gulf No-Nox Signs
These porcelain-on-metal advertisement for Gulf New No-Nox gasoline are compact yet captivating pieces from the early 1950s. Designed to be mounted on gas station walls or pump bases, its durable porcelain finish ensured the bright orange and white design endured years of exposure.
Gulf Oil introduced No-Nox in 1949 as a high-octane, anti-knock fuel, marketed to improve engine performance—a response to the growing power demands of post-war automobiles. By the 1950s, Gulf was a major player in the U.S., known for its technological advancements and bold branding.
Fun Fact:
These porcelain ads were phased out by the late 1960s, replaced by cheaper paper and plastic signage. In good condition, this piece offers a snapshot of Gulf’s innovative spirit.
Fun Fact:
3E – Pure Light-Up Clock
This light-up clock, advertising The Pure Oil Company, USA, is a nostalgic gem from the 1930s to 1940s. Featuring a classic design with a neon outer light (currently unlit), was originally mounted on gas station walls or above pumps to attract attention day and night.
The Pure Oil Company, established in 1914 and based in Chicago, used such clocks to promote its brand, known for high-quality gasoline and motor oils.
Fun Fact:
By the 1950s, neon signs began to decline as fluorescent and plastic signs became more common, but this piece remains a rare survivor of that era’s roadside culture.
Fun Fact:
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