"In ancient Aegean, Egyptian and Romanesque art, the chevron was a prominent ornamental design motif. In 19th century France, it was a military mark of rank and distinction. In Great Britain, the chevron signifies the purity of a gold or silver object."
So starts the "Branding" chapter on the Chevron history page. Its quite easy to see the pride that Socal has/had in the chevron logo.
Socal chose the three bar logo to identify its products, as well as to be an eye catcher for passing motorists.
The advertising was so effective that Socal began using the word "Chevron", starting with lubricating oils in 1937, later solvents, and on up to gasoline in 1945. It can even be found on modern day Ortho products, as it was in 1955 that Socal adopted the Chevron logo for all of its products.
Company owned stores used the familiar, red white & blue logos for their signage. While Independant distributors used burgundy colored signs, for their cream, green and burgundy colored stations.
If you get a chance, check out the photo on page 83 of the "Guide to Gas Pump Restoration"
