Identifying & Valuing Texaco Advertising Signs: A Collector's Guide

Texaco advertising signs are among the most coveted pieces in the vintage advertising sign collecting world. Their distinctive imagery, often featuring the familiar Pegasus logo, evokes a sense of Americana and a bygone era of gas stations and roadside attractions. This guide provides a comprehensive overview for collectors, covering identification, variations, and value estimation for Texaco signs.

A Brief History of Texaco Advertising

The Texaco brand emerged from the merger of The Texas Company and the Old Oil Company in 1902. Early advertising focused on simple signage and branding. The Pegasus logo, inspired by the Greek mythological creature, was introduced in 1907 and quickly became synonymous with Texaco. The company’s advertising strategy evolved over the decades, encompassing a wide range of mediums, including radio, television, and, of course, prominent signage displayed at service stations and roadside billboards.

Identifying Authentic Texaco Signs

The popularity of Texaco signs has unfortunately led to a market filled with reproductions and fakes. Accurate identification is crucial. Here are key aspects to consider:

• Material: Early Texaco signs were primarily made of tin or lithographed paper. Reproduction signs are often made of aluminum, which is a significant red flag.
• Printing Quality: Authentic vintage signs possess unique printing characteristics. Examine the colors and lines – they should exhibit slight imperfections, variations, and subtle wear consistent with age. Modern reproductions often have overly sharp, perfect printing.
• Wear and Patina: Genuine signs will display signs of age and handling. Rust, paint chipping, fading, and staining are all indicators of authenticity. However, excessive "distressing" can be a sign of forgery.
• Backmarks & Dates: The back of the sign often contains valuable information, including the manufacturer’s name (e.g., Blakely, Schildknecht, L.E. Shafer), the date of production, and other markings. Research these manufacturers to verify their production period and styles.
• Size and Shape: Certain Texaco signs came in specific sizes and shapes. Knowing the original specifications can help differentiate authentic signs from unauthorized copies.

Common Texaco Sign Variations & Types

Texaco produced a staggering variety of signs over the years. Here are a few notable categories:

• "Sky Chief" Signs: These are particularly desirable and recognizable, featuring the Pegasus soaring through the sky above the Texaco branding.
• "Fire Chief" Signs: A sub-line of Sky Chief signs targeted towards racing enthusiasts.
• "Texaco Send for Service" Signs: Designed to encourage drivers to utilize Texaco's maintenance services.
• Pump Signs & Motor Oil Signs: Smaller signs attached to gas pumps or promoting Texaco’s various motor oil products.
• Double-Sided Signs: Many Texaco signs were produced as double-sided displays.

Estimating Value

The value of a Texaco sign is influenced by several factors:

• Rarity: Scarcer signs command higher prices.
• Condition: As with any collectible, condition is paramount. Signs in excellent condition are far more valuable.
• Size: Larger signs generally fetch higher prices.
• Originality: Signs with original paint and hardware are more valuable than those that have been restored or modified.
• Demand: Current market trends and collector interest play a significant role in determining value.

Research is Key: Consult price guides, auction records (like those from Morphy’s or H.B. Gilreath), and online forums dedicated to sign collecting to gauge the market value of specific Texaco signs. Always consider the sign's condition and any unique features that might impact its price.

Resources for Texaco Sign Collectors

Several resources can aid in your Texaco sign collecting journey:

• Sign Collecting Forums: Online forums provide a platform to connect with other collectors, ask questions, and share knowledge.
• Auction Houses Specializing in Advertising: Keep an eye on auctions featuring advertising memorabilia.
• Price Guides: Several publications list the values of advertising signs, though these should be viewed as guidelines.

Collecting Texaco advertising signs offers a fascinating glimpse into American history and the evolution of branding. With careful observation, research, and a keen eye for detail, you can build a rewarding collection of these iconic pieces.