A large, Diamond Gasoline / Motoroil Enamel Sign



  • £1,350.00
  • €1,597 Euro
  • $1,635 US Dollar

United Kingdom

Hoarde Vintage Member since 2016
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Measuring in at 1.3m wide, this large, double-sided enamel sign is a rare and striking, early piece of American Automobilia.

The sign was produced by the Reliance Advertising Co. of Milwaukee and is likely to date from the 1920s... It's very difficult to find out much information about the Diamond Petroleum Co. but it would seem they primarily operated in Loisville, Kentucky at the start of the 20th century and would've been one of the early adopters of petrol/gasoline production/distribution, from a time where small start-up companies were scattered all over England and America before they were merged into larger corporations during the 1920s-'30s. It would seem that in 1925, the Diamond Petroleum Co. sold out to the larger Sunray Oil Co. - Sunray continued to use the Diamond logo until 1932 when it was rebranded D-X and 'Diamond' was dropped, though the red and cream rhombus background remained... As you would expect for a small brand that ceased to exist by the early 1930s, examples of Diamond's advertising are relatively scarce and even fewer (if any) examples can be found in the UK. The design of the sign is bold and having the word 'Diamond' written in nearly a meter wide really does have impact...

Considering it's nearing a century old, the sign has survived in good condition and the enamel layers are wonderfully thick as expected from an early piece. One side retains a good gloss, though there are patches of enamel loss scattered throughout, most notably around the 'a' and the 's' of gasoline, and the 'm' of motor oil, there's also some enamel loss and discolouration to the upper corners and some discolouration to the far sides of the outer rhombus. The other side has lots of surface scuffing/scratches and the red enamel layers have faded/discoloured, there's slightly less enamel loss to this side, though still some patches scattered around and a dark vertical mark near the left hand edge... It's likely that the sign would've originally hung in a metal framework, but there are some later mounting holes to the upper corners that can be used to hang the sign. Despite these cosmetic flaws, there sign still has a real impact/presence, there's nothing that detracts from the legibility or design of the sign and the maker's mark is still visible - all in all I'd say that the marks etc add to, rather than detract from the character of a piece that's survived nearly a hundred years and travelled across the Atlantic!

The sign measures 130.5cm wide x 91.5cm high and is around 2mm thick.


  • H: 91.5cm (36.02in)
  • W: 130.5cm (51.38in)
  • D: 0.2cm (0.08in)



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LJW @ Atlam
111 Portobello Road
W11 2QB
United Kingdom


I’m Louis Walpole. Over a decade of working for and alongside some of the best antique dealers in the country at London’s renowned Portobello Road have helped me to form a detailed understanding of, and appreciation for, a diverse array of antiques. In 2016, after ‘dabbling’ in the trade since childhood I decided to follow my heart and (ignoring a myriad of people advising against it) leave my salaried job to trade full time. Since then I have travelled around England and Western Europe collecting the pieces that particularly interest me. These pieces loosely follow the themes of; automotive, advertising, scientific and industrial. I have a select number of items on display in Atlam on Portobello Road. The shop is open Monday to Friday from 10am to 4pm and on Saturdays from 8am to 5pm.

If you would like to view any of my pieces in London, please get in touch to confirm that they’re at the shop or to arrange for me to take them there for you. It may also be possible for me to bring items to your home/bar/garage/pub etc so that they can be fully appreciated in-situ, again please just get in touch and we’ll see what can be organised."

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