Cleveland guaranteed double-sided enamel sign


United Kingdom

Hoarde Vintage Member since 2016
Contact dealer Delivery quote Similar item? Stock request

  • Description
  • Location
  • About dealer
A lovely piece of early, English automobilia - this 'Cleveland Guaranteed' double-sided enamel sign can be dated to the 1920s and the increasing 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 alongside 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; each side has some patches of enamel loss and some surface scratching but this is all part of the character / charm of an original piece of signage and nothing that impacts the legibility of the piece. There is a slight crease to the base metal which can be seen in the angled / reflection photographs, but it still displays well and hangs reasonably flat.

The sign measures 76.5cm wide x 45.5cm high and it can by hung using it's original mounting holes.


  • H: 45.5cm (17.91in)
  • W: 76.5cm (30.12in)
  • D: 0.2cm (0.08in)



Contact Us


By phone:

Mobile: +44 (0)7703104788


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."

SOCIAL MEDIA: FacebookInstagram

We use cookies to help make this website better. Find out more about cookies.