...that's a great pump! I'm not sure I would restore it, honestly...looks like the original instruction sheet on the inside back door?...you just do NOT find stuff like that...
...my advice would be to do as little to this pump as possible...you might carefully remove the ID plate (third photo) by carefully tapping out the rivets from the inside...under that may well be the original paint color (it has been, on the two I've owned)...it almost looks like the red was hand-painted too, but maybe that's just the photos...
...but given it's how it's looked all of your life, why not just get a new hose, clean the pump thoroughly, and bypass the old electrical?...use LED, and you wouldn't have to change the bulbs for a decade, at least...
...guessing you plan to keep the W.M. Penn Regular glass - is it intact?...I don't think I've seen that glass on one of these...a small company wouldn't have used many of these to begin with, so they'll be pretty rare...
