Written by Nicole Ellan James
1930s SHELL OIL NEON PORCELAIN SIGN – $69,000
1930s SHELL GASOLINE PORCELAIN PUMP PLATE SIGN – $4,025
Back in the 1830s, people were all about bringing the beach vibes into their homes. Seashells were the ultimate décor trend, and folks couldn’t get enough of them. Marcus Samuel, who was so taken by the beauty of shells at the beach, decided to expand his England-based antiques business by selling seashells from Asia. The demand for these beach treasures was so great that he began importing and exporting shells, which became the inspiration for one of the world’s leading oil and gas companies.
Upon Marcus Samuel’s passing in 1870, his business was bequeathed to his two sons, Marcus Samuel Junior and Samuel Samuel (yes, really!). Intrigued by oil exporting, they initiated the expansion of the enterprise by commissioning a fleet of steamers dedicated to transporting oil in bulk. The sale of kerosene, which was emerging as the predominant fuel, soon became the focal point of the business. In 1897, the company underwent some rebranding, adopting the name the Shell Transport and Trading Company. Later in 1907, the company merged with Royal Dutch to form the Royal Dutch Shell Group. The day the telegram was received announcing the merger – April 23 – is now celebrated by the company every year as Shell’s birthday.
1940s SHELL AVIATION PORCELAIN SIGN – $27,600
After the merger, the company embarked on a period of substantial expansion and innovation, swiftly earning the abbreviated name Shell. This era also presented numerous opportunities for Shell to showcase its products in the rapidly evolving petrol (gasoline) market. Notably, in 1907, Prince Scipione Borghese from Sulmona, a commune in Italy, secured victory in the Peking to Paris motor rally using Shell Spirit motor oil. Furthermore, Shell’s technical collaboration with Ferrari in 1949 marked a significant milestone as the team clinched victory in the Le Mans 24-hour race for the first time as a manufacturer. Highlighting the efficacy of Shell products, John Surtees achieved the remarkable feat of winning world championships on both two wheels and four in 1964.
CIRCA 1948 SHELL OIL BENNETT MODEL #756 GAS PUMP – $12,075
Similar to the Texaco star, Mobil Oil’s Pegasus and Sinclair’s dinosaur, Shell’s iconic scallop shell logo, characterized by its vibrant yellow and red colors, holds a prominent place not just as one of the world’s most universally recognized symbols, but also as an enduring emblem of our motoring history. Interestingly, the origins of the Shell logo can be traced back to a black and white mussel shell, which was first trademarked in 1900. Although the exact beginnings of the yellow and red color scheme are not clear, they have consistently defined Shell’s brand identity since its inception. This includes Samuel Junior’s strategic decision to use red to differentiate his kerosene cans from Standard Oil’s blue during the intense competition of the late 19th century.
The inspiration drawn from seashells extends beyond just the logo for Shell; it has also influenced the naming of its products. Take, for instance, the Helix Ultra car oil range, named after the Helix Lucorum shell. Additionally, Marine life’s Microgaza Rotella and Rimula Marei lent their names to the Rotella and Rimula ranges of heavy-duty diesel engine oils.
Throughout its history, the iconic Shell brand has employed various advertising methods that have become cherished collectibles for enthusiasts. In the 1920s, when the male-dominated automotive industry was still in its early stages, Shell deliberately featured women in its advertisements, often portraying them in the driver’s seat. Moving into the 1930s, Shell published roadmaps and country guides crafted by renowned artists of the era, aimed at promoting driving as a leisurely pursuit. Fast-forward to the 1950s, when Shell launched a campaign targeting women drivers in the United States, fronted by a fictional spokesperson known as “Carol Lane, Women’s Travel Director.” Interestingly, the original “Carol Lane” was Caroline Iverson Ackerman, a pioneering aviator and journalist who traversed thousands of miles annually, offering practical driving tips to women and significantly elevating Shell’s visibility.
NOS 1940s SHELL OIL PORCELAIN SIGN – $18,400
Shell’s presence is always a highlight at Barrett-Jackson’s Automobilia Auctions, where coveted items from the brand grace the auction block each morning before the collector cars take center stage. Among the most sought-after Shell collectibles are porcelain neon signs, gas globes fashioned in the iconic shell shape, vintage gas pumps and Shell-branded oil cans, as well as an array of advertising paraphernalia, including posters and tin signs.
Immerse yourself in the rich history of Shell and its fascinating journey from seashell-inspired antiques to a global energy powerhouse, and join us in Palm Beach, April 18-20 at the South Florida Fairgrounds where automotive history will come alive. Register to bid today to acquire your own piece of Shell nostalgia.
Immerse yourself in the rich history of Shell and its fascinating journey from seashell-inspired antiques to a global energy powerhouse, and join us in Palm Beach, April 18-20 at the South Florida Fairgrounds where automotive history will come alive.