= Monthly Feature =
January 2001

 
The "Pylon"
( and  description of  a "new look " station -- circa 1953)
 
 
  
I'm sure everyone has seen these porcelain flange signs .
But how many can remember where they were used ?
 
In 1953 , Canadian Oil Companies Ltd. began construction
of their newly designed stations.
These flange signs were incorporated in a checkerboard pattern  in a framework
that the company called a "pylon".  Every pylon consisted of 23 of these signs.
 If you look carefully  you can also see another  sign in the front display window ,
 and another 8  on the side wall . These were between the doors to the rest rooms.
 I suspect that they were also porcelain  but I have been told that these  eight
may have been  made of tile . I have not been able to confirm this .
  Can anyone verify this ?
This makes a total of 32 of this style sign used on every station built after 1953.
In the following trade magazine article these signs are referred to as 'square steel plaques'

 In 1953 and 1954 , fourty nine new stations were completed .
 This station was built in London , Ontario

---

In 1953 , Canadian Oil Co's. Ltd. began a major expansion , with many changes in marketing .
Included  in these changes was a new station design , packaging and signs. New  grades of
gasoline and oils were introduced, with corresponding colour changes  to the gas pumps.
I believe that  they stopped supplying new globes at this time , although many stations may
have continued to use their older globes on the gasoline pumps.

---

 The following  article appeared in the March 10 , 1954 issue of "National Petroleum News"
 and gives a detailed description of the "new " stations and  the pylon. I hope you enjoy it !

New Stations Are White Rose  "Showcases"

Canadian Oil Companies Ltd., has adopted a "new look" for
its new service stations in 49 outlets now being constructed.

The new stations are designed to be a showcase for services and products.

They are aimed at making product identification synonymous with the
station , and they will permit improved station housekeeping by making it
easier  to keep them clean.

   New stations have opened already in Windsor and Sarnia, Ontario , and by next autumn Canadian Oil plans to have all 49 new outlets in operation .The station- building program is a part of the company's over-all plan to make every one-time customer a regular , and to cash in on the tourist trade from the U.S. by making it easy for tourists to accept the invitation to "Stop at the sign of the White Rose."
   Also involved is a change in product insignia. The basic elements--the white rose and the  words "White Rose", still appear but in a wedge-shaped insignia instead of the old circular one , The old colours of red , yellow , white and green are still used, but have been modified in shade  and their emphasis changed .
   The change in symbol is being applied across the board --- to stations , advertising and product labels.

   Visibility Accented --- Glass is used extensively throughout the new stations. Sales rooms are virtually glassed in on three sides. Two of the sides look out onto the driveways while the third is between  the lube bays and the  sales room .Lube bay doors  and a walk-in entrance to that part  of the station  are mostly of glass. To the back of the lube bay in each new station is a three-section glass window.
   Company officials say the extra lube bay window provides added natural light  the work area.
From the outside , customers can see all the merchandise displays and the enclosed service areas.
   In addition to the glass between  sales and lube areas , there is also a window between the sales room and the small workshop off the lube bay , and another window between the storeroom  and the sales room. This window arrangement  eliminates all the blind spots for the operator and  his attendants .From almost any spot  within the station , the operator has  a full view of the driveways and pump islands. This enables station personnel to give motorists quicker attention and cuts the chances of any customer being kept waiting.
   The rear  wall of the salesroom  is of peg-board construction , permitting a variety of arrangements of the moveable metal shelves used in the stations.
   Night lighting of stations has been planned to reduce glare ; yet present a well-lighted attractive appearance to the motorist.
 
    Built -in workshop ---All stations have a storeroom 6 ft.  by 12 ft. 6 in. The workshop area off the lube bay is equipped with a workbench and other equipment needed to handle the types of service offered at each station . To the rear of the bay are tire racks, storage cabinets and other facilities. Overhead reels are used in all new Canadian Oil stations.

   Canadian Oil is experimenting with a new approach in restrooms decoration --- at least to the company . One wall is wallpapered .Company officials say that in the new stations thus far opened , the wallpaper  seems to have had the effect of encouraging restroom users to co-operate in keeping the restrooms clean.
The company adds , however ,  that it is too early to tell if this neatness will continue.
   The ladies restroom is equipped with a dressing table with a built in wash bowl. Above that  is a wall to wall mirror .The wallpaper on the opposite wall is reflected  in the mirror, giving the illusion of a room completely wallpapered .
   Each ladies' restroom is equipped with electric outlets  so that mothers can plug in electric bottle warmers  to heat milk for  their infants.
 
   The standard design  for the new Canadian oil  stations calls for two bays and one lift . However in the Windsor station  there are three bays and two lifts .Stations are of steel and smooth stucco construction with painted exteriors .The cement footing and the walk around the station is green --- the colour being mixed in the cement .
   The roof  over the salesroom  and restrooms has an overhang that provides shelter for customers entering the station .

   The Pylon ... To encourage product identity with the station , 24 ft. pylons are built into each new
station . Canadian Oil feels that the pylon makes the station  identifiable from the street or highway .
   The pylon is constructed or two steel beams , between which are three rows of square  steel plaques extending  up the pylon in  a checkerboard  pattern . On each side  of these steel plaques  is a white rose  --- the company insignia .

Extensive use of glass and painted surfaces, plus the green cement , all contribute to easier housekeeping.
For the most part , the station  can be kept clean  by occasionally  hosing with water .

   Most of the stations  have from  4,000 to 6,000 gal. storage , in 2,000 gal. tanks .
Overhead  reels in the lube bays  are supplied  from 100 lb. drums .

   Canadian Oil  estimates each station  , exclusive of land and equipment , costs $30,000 to $35,000 .
Addition of the pylon costs an estimated $ 1,000 --- which is included in the above total costs .