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Sunoco Unveils Simplified Vehicle Livery Guide for Franchise Owners in 1959



Sunoco, a prominent oil company, disclosed its straightforward vehicle livery handbook designed to assist franchise owners in achieving a uniform appearance for their fleet. The 1959 guide, distinct from the elaborate schemes of conglomerates like the Bell System, embraced a simple yet consistent approach.

The primary directive on the cover was clear: ‘MAKE THEM LOOK ALIKE’ – emphasizing the core purpose of vehicle liveries. This entailed utilizing shades of blue and yellow with the iconic Sunoco logo decal prominently displayed. The document portrayed information that seemed more accessible for local franchisees to replicate.

Unlike the meticulous guidelines of Bell System pertaining to detailed measurements and precise stripes, Sunoco’s 1959 guide encouraged a more simplistic strategy. The livery primarily consisted of blue, yellow, and the logo decal, leaving room for personalized lettering crafted by professionals as the text adorned the vehicles.

The guide featured a diverse range of vehicle representations with examples such as Chevrolet panel van, Ford F-100, Dodge wagon, and the distinctive Jeep Station Wagon. These depictions served as tangible visual references for franchise owners aiming to align their vehicles with the Sunoco branding.

An intriguing addition was the utilization of the generic ‘4-door sedan’ model, which, in the context of that period, resembled a fastback design unlike the conventional three-box sedan structure. The guide also incorporated illustrations of iconic vehicles like the Volkswagen Type 2 van alongside a Jeep panel van, providing a glimpse into the branding possibilities across different platforms.

The details extended to vehicles like Jeep pick-up, Jeep cab-over that resembled a Jeep FC-based tow truck, underscoring the simplicity yet effectiveness of the proposed livery system for various automobile models. The examples ranged from classic Ford F-100 to Dodge wagons, offering versatility in application for franchise owners.

Rachel Adams

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