Original Pure Oil Animated Porcelain Neon Sign — A Glowing Icon of American Roadside History
Before GPS and LED billboards, the American highway was illuminated by brilliant neon beacons that marked gas stations, diners, and motels from coast to coast. Among these, few names shine brighter than Pure Oil — a brand synonymous with mid-century service station design and postwar Americana.
This original animated porcelain neon sign, measuring an impressive 72 inches in diameter, is a masterfully preserved and restored example of industrial art and advertising ingenuity.
The Sign
The Pure Oil logo — with its bold typography encircled by a serrated blue edge — became one of the most recognizable emblems in early 20th-century petroleum branding. In this illuminated version, the neon sequence animates the word PURE, lighting each letter individually before flashing in full brilliance, while the outer rings pulse in continuous rhythm.
This dynamic motion effect not only captured attention but also embodied the era’s fascination with electricity, movement, and modernity. Such signs were key marketing tools at roadside service stations across America, symbolizing reliability and innovation in an age defined by the automobile.
Brand: Pure Oil Company
Medium: Porcelain enamel and neon on steel frame
Diameter: 72 inches (6 feet)
Lighting: Blue and white animated neon
Era: 1940s–1950s design tradition, modern recreation to original specs
Condition: Excellent, museum display quality
Construction: Welded steel frame, heavy-gauge porcelain face, magnetic transformers
This example was constructed using authentic materials and period-correct craftsmanship, combining durability with aesthetic brilliance.
Historical Significance
Founded in 1895 in Illinois, Pure Oil Company quickly grew into one of the nation’s leading independent petroleum brands. By the 1940s, its distinctive “Be Sure With Pure” campaign — reinforced by glowing neon signage like this — helped define the visual identity of America’s golden age of motoring.
Today, Pure Oil neon signs are coveted by collectors of automotive memorabilia, gas and oil advertising, and industrial design, with large porcelain examples commanding strong interest for their rarity, craftsmanship, and nostalgic appeal.
Collectibility and Value
Well-preserved porcelain and neon advertising signs remain a top-performing category in the collectible market, bridging design, history, and Americana. Fully restored examples of this scale can range from $8,000 to $15,000, depending on authenticity, animation, and overall condition.
Original Pure Oil displays, particularly those featuring operational animation, are considered centerpieces in private and museum collections — representing both technical artistry and the enduring spirit of the open road.
Professional Authentication and Appraisal for Americana & Industrial Art
Collectibles like this require professional documentation to confirm period accuracy, restoration quality, and historical lineage. At DJR Authentication, we specialize in the authentication, appraisal, and provenance verification of historical and design artifacts — including neon signage, gas pumps, automotive memorabilia, and other Americana treasures. Learn more about DJR Authentication’s full range of appraisal and authentication services — trusted by collectors nationwide for insurance, resale, and estate purposes.
