In 1911, the United States Supreme Court ruled that Standard Oil's holdings were to be divided into 34 separate companies. The companies that marketed petroleum products to motorists fought for use of the Standard brand, To settle the dispute, the Supreme Court ruled that each of the eight companies could use the Standard name in specific states. Outside set boundries, the company could sell products, but not under the Standard name.
So most of the Standard Companies invented names to use outside their home territories. As such, Socal competed against Jersey Standard after WW II. It did so under the name, Calso.
In 1946, Socal set up marketing and refining operations in the northeastern United States. For 12 years, it marketed its products under the Calso name, designed in typical Standard colors and typefaces, some with the Chevron logo (see Pablo's post) In 1958, Standard made the decision to convert all Calso Stations to Chevron.
While Chevron was repainting more than 7000 station pumps in a new color scheme and adding Chevron name plates, the company builds suspense by placing, over the Calso sign, a red bag, reading "Whats come over our Calso sign?"
[This message has been edited by Thunder (edited 08-14-2005).]
