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Cleveland Guaranteed, petroleum enamel sign

S/N:0338

1920s

  • £375.00
  • €410 Euro
  • $482 US Dollar

Platt, Kent

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Hoarde Vintage Member since 2016
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  • Description
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A lovely piece of early, English automobilia - this 'Cleveland Guaranteed' enamel sign can be dated to the 1920s and the developing use of the automobile. Cleveland Petroleum Products Co was formed in 1920 and was registered for the storage and distribution of petroleum fuels. In 1938 the Anglo-American Oil Co. acquired a major interest in Cleveland Products and by 1951 they were incorporated into Esso Petroleum Co.

This particular sign dates between the company's formation in 1920 and 1934 when Distillers Co granted permission to use their trademark 'Discol' on Cleveland's advertising. After this Cleveland's enamel advertising adopted a new logo, a blue background and the 'Discol' trademark. This sign is beautifully simple in it's design - bright white, stylised lettering contrasts against a glossy black background and you can imagine it would have sat well behind the glossy coachwork and sweeping lines of the early cars that would've been filling up with Cleveland's products.

Despite it's age this piece remains in fairly good condition; the whites are still bright and the black holds a good gloss. There's some enamel loss along the lower edge, minor patches around the mounting holes and a small area of damage between the 'A' and the 'N' of Cleveland. The sign sits good and straight and can be hung using it's original mounting holes.

The sign is 1.22m wide x 76.5cm high.

Dimensions: 

  • H: 76.5cm (30.12in)
  • W: 122cm (48.03in)
  • D: 0.2cm (0.08in)

Period: 

1920s

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LJW Antiques @ Kent Motor Cars
Unit 4 Beechin Wood Farm
Beechin Wood Lane
Platt, Kent
TN15 8QN

WWW.LJWANTIQUES.COM

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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