Why is it that when companies come up with truly great brand designs they end up jettisoning them? I’ve mentioned in earlier posts the sad demise of the police pillar or the clunky milk drinks dispensers - other sad losses include the Shell petrol pump heads.
Perhaps the most missed design logo for me is the head of the god, Mercury - the winged god of speed - which was the logo that the National Garages used in the
1960s. There was a National garage which was located adjacent to the back of The Store (St Cuthbert's Cooperative) at Oxgangs Road North.
It’s a fabulous piece of design in blue, white and yellow sometimes set against a white background. The design is of the winged god Mercury’s head. The style resembles the 1920s Art Deco style in some respects and yet is a linear style with straight lines and sharp angles. It's futuristic too-today it could almost be Brad or Sir Chris' helmets!
It replaced the
earlier and more obvious Mercury figure who featured as a more human form with
a winged helmet-those of a certain age will recall from DC Comics, the original
Flash-Mercury looked like him or vice versa, but without the costume! I suspect
the Flash may well have been based on or at least influenced by the earlier
Mercury figure.
Originally these logos were used by National Benzole Company for paraffin
oil, with petrol coming along at a later date. However, my Mercury figure featured a less obvious design and was a piece of
art; and art it certainly was - there was a Picasso or Braque dimension in that the
linear/angular style had a slightly Cubist dimension to it too.It’s a lovely and very attractive design which whenever I see it immediately takes me back to the late 1960s when we used to work at the petrol pumps at the garage.
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| Ali Douglas; Iain Hoffmann; and Peter Hoffmann circa 1971 |
It was Iain and Ali Douglas who were first employed there, with me
joining at a later date. There was always the distinctive smell of petrol combined with the summer heat which radiated from the forecourt. We only worked there
in the summer holidays and for only a season or two. These were the last days
when petrol was still served by a member of staff-immediately afterwards motorists moved on to
self-service. When I worked there I became confident at serving petrol, but the twin mixture of
petrol and oil for motor bikes was always a concern.
On one of the summers
plastic badges featuring the Mercury logo were gifted free to customers - I bought one on
eBay a few years ago; I’ve also got a rather attractive plastic Mercury logo
petrol pump head.
The logo reappeared decades later and was used by Scottish
Fuels into the early 2000s - they didn’t have many garages, but there was one at
Lochcarron in remote Wester Ross - whenever I was working there it would give me
a wee hint of pleasure when it came into view - it always
transported me back over forty years to working at Munro'ss, National Garage, Oxgangs
Road North.