ROAD MAPS of
* ONTARIO *
If you are going on a motor trip this summer,do
not fail to take with you the En-ar-co Road
at COMPANY SERVICE
STATIONS and DEALERS
The above offer was borrowed from the August 1935
EN-AR-CO Oil News booklet . I believe 1935 was the first
year for Canadian Oil Companies Limited to offer road maps.On the left
is a compass advertizing the "EN-AR-CO TRAVEL BUREAU",a division
that only appears in that year.
Only two regional maps were published ;
Actually the proper title for
this monthly feature should be:
"ROAD MAPS OF CANADIAN
OIL COMPANIES LIMITED" (1935-1967)
as road maps for other regions of Canada were introduced
at later dates.
Canadian Oil Co's roadmap I am aware of was issued in 1935 (above left),
I have shown both front and back covers.
Two maps were distributed :
(2)Quebec and Maritimes.
1936--- maps were only slightly
1937--- I have never seen this map.
Does it exist?
1938 ---maps changed in a big
way---the larger size provided the oportunity to combine Ontario,
Quebec and the Maritimes in one package.This would be the beginning of
for for the Boy and Slate, just as he took on a new look for the
In late 1938 National Oil Refining Co. sold the business to Canadian
A new look was in the makings-------
Have you seen a "Canadian" Boy and Slate map dispenser
I'd like to know. firstname.lastname@example.org
U.S. versions do exist.
Once again "all
Canadian owned" , Canadian Oil Companies Limited began the task of turning
the company arround and expanding.
A new look was an early priority,but consumer
loyalty and product recognition could not be overlooked. En-Ar-Co and White
Rose had a unblemished name and a vast consumer base.
Unbelievably the image of a rose had rarely
been utilized.The one exception I can find was the green/black White
Rose Gasoline/National Carbonless Motor Oil sign used briefly
in the teens
1940 ---map (left) shows how the
company combined the familiar and trusted Boy and Slate,
and the new White Rose logo. Being the war years, I feel the same map
was issued through 1944. Fantastic colours, graphics
and inside ads made this series
truly beautiful.Again one map covered Ontario,Quebec and the Maritimes
1945---another new logo,this time with "White Rose"
lettering encircling the "rose".
Sadly the Boy and Slate has disappeared from the roadmaps.
1947-'51 --- Back to two roadmaps
and the first slogan on their maps,"The Pick Of Them All"
1952--- "The Pick Of Them
All" is joined by "Happy Motoring".The
back cover has a very nice
image of the yellow and black quart motor oil can highlighted with "NEW".
the can graphics were the same since 1939 but "Heavy
Duty" now appears in
I have a (cardboard) map wall display with the new encircled
1953---While the front cover is
identical to the 1952 map, the back panel now reflects
the new homogenization process (which began
The NEW "wedge logo" and a matching sign post were introduced in
late 1952 , but
didn't appear at stations until early in 1953 --- too late for the
1953 map publishing
have included front and back views as some important things are happening
1954----"Happy Motoring" is joined by a
new slogan--"Performance Beyond Compare" .
Man./Sask./Alb./B.C. now have their own map.The new packaging is shown
with the "Ultra"
quart and the new wedge logo.While the new wedge logo appears on the front,
the 'circle rose' logo remains inside for '54 & '55
1955---Return of the "The Pick Of Them All" slogan.
1956---Slogans remain unchanged,front panel is a slightly
paler colour . Although credit cards are
not new,the rear panel shows the new permanent, metal 'Charg-O-Plate'.
Previous cards were cardboard.
A totally new design arrives!
1957--- introduces the new yellow and
green roadmaps. "The Pick Of Them All" dominates.
The back panel shows the first plastic Charg-O- Plate (still green
1958--- (not shown) commemorates
Canadian Oil Companies Limited's Diamond Jubileee
1959---"The Pick Of Them All"
is reduced to small script and the new slogan--
"THE MAN WHO KNOWS BUYS WHITE ROSE".
I am aware of three versions: Ontario, Quebec , Manitoba / Saskatchewan
but I imagine
Alberta and The Maritimes are represented too.
The new yellow /white Charg-O Plate is shown (plastic).
1960---Individual city maps are
introduced for Toronto, Hamilton, Calgary,
Montreal and Quebec City---
---possibly others too!
1961-'63 ---Another new map design
appears.The three maps on the left are all 1961 and
I suspect these were used until 1963.
A city map of Hamilton leads me to believe there was also
a Toronto and Quebec City.
Alberta/British Columbia and Quebec likely exist as well.
The back panel shows the new station design and "The New TOTAL Gasolines"
Shell Canada bought out Canadian Oil Co. in '63 and the map on the right
appeared.Nothing fancy here. This map came to me in the map holder (below)
Canada's 1967 centennial ad.
Just guessing, but I think the '64 map was used till "the
end" in '67s.
* (update) I have seen a photo
with a different image than mine and will try to
track down the publishing date .
1967--- Canadian 'Centennial' map folder
and promotional booklet came to me with the '64
copywritten map in the photo above. 1967 would spell the end
of White Rose !!!!
Ironically, the first map in 1935 mentioned the "En-Ar-Co
Touring Bureau ", and the final year used "White Rose Touring
Service".No mention was made of either division in the years between.
Planned or coincidence?
Are you at the right age to remember being given
these Centennial/White Rose bookcovers at school? I used mine and threw
it away (sob!)
Where were you in 1967?
You should have been down at the neighbourhood
"White Rose" station gobbling-up and hoarding
the last of these collectibles.
I wish I had!
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