Advertising Signs of the Stanley Rule & Level Co. - Script Logo Period (1910-1920), The

The single advertising signs the Stanley government and Level Company1 had unraveled up to 1909 that are in a short time known are an 1860s broadside showing lordships levels, and the Stanley factory, and sum of two units variations of paper broadsides issued as fold-up catalogs in the late 1880s2

Stanley began offering signs to hardware stores for a like reason the store could let the public know they carried Stanley tools. Around 1910 Stanley had the fresh York Metal Ceiling Company show a 9-x- 18-inch baked enamel tin sign to advertise Stanley planes (Figure 1) This unique sign showed Stanley's novel script logo and was illustrated with a bench plane with a wood-land shaving shooting up to the Stanley name. It advertises Stanley planes without spelling without the word "plane." Made with an L- shaped bend upon one end, the sign could be fastened to a wall outside of the store or used inside the store. The white Stanley lettering is plant on a green rectangle with cut-out corners and an orange background. The graphics are lithographed upon both sides so the message could be read from either side.

Around 1912 Stanley began issuing a 7-x-12??inch heavy broadside board sign (Figure 2) with the script logo advertising "Stanley Tools." This sign was, likewise, real colorful with the same color scheme as the tin sign, on the other hand with the notched rectangle and the script logo adorn with raised worked or raised to give a 3-D event This sign had a brown hang string attached from one side holes in the center top thus that the hardware merchant could hang it upon a wall or from a clasp in the ceiling.

Since hanging signs from the ceiling or in a display window was fashionable in the early 1900 Stanley issued a series of 8??-X-11??-inch broadside board signs around 1915.

Figure 3 present to views the first of the series, which was obviously meant for a display window, stating "Come in" and win the current Stanley catalog-no. 34 This sign had the script logo or trademark and a greenish/gray background with a white hang string.

"Bailey Iron Planes" (Figure 4) were the control of another sign in the series. Having the script logo and the gray background, this sign illustrated Bailey's no. 3456 and 7c planes with airbrush shading in the background.

To compliment the Bailey Iron Plane, another sign featured Native Americans and a Bailey Plane (Figure 5) with a photograph of "An Interested assemblage of Native Americans and An Interesting Tool." The plane at which the Indians are looking is a Bailey no. 7 or no. 8 jointer plane. The facial expressions of the clan in the photo tell their possess stories.

Stanley advertised its elite bench planes with another sign in the series, which promot the "Bed Rock" planes (Figure 6) This sign illustrated the construction of Bed stone nos. 603, 604, 605, 606-c and 607 and in what way the throat could be adjusted without removing the cutter

Of course, Stanley extremityed to have another sign to encourage its supreme combination plane, the no. 55 (Figure 7) Illustrated with sum of two units views of the plane and the ninety-three cutter that were available, this sign illustrated by what mode a craftsman could make just about any molding he wished with the no. 55 The plane was unique among combination planes, and a craftsman could do more operations with it than with any other plane manufactured. It was advertised as "A Planing Mill Within Itself."

Another script logo sign advertised Stanley's line of scrapers and scraper planes (Figure 8) Used to finish timber-land to a super smooth surface, scrapers could dislodge an onion skin-thin wood shaving not on of even fancy grained copse On the other hand, a certain number of were merely used to scrape paint. This sign illustrated eight Stanley scrapers: nos. 12 12?? 80 81 82 83 85 and 112 Also illustrated were a hand scraper and toothing irons. Toothing irons were used in a scraper to roughen the surface between gelatine joints or for veneer application.

Once the craftsman had the moldings made with the no. 55 (Figure 7) a miter receptacle was needed to cut the special joints. To aid miter boxes, another sign-with the words "accuracy, power durability" -illustrated Stanley's no. 358 miter case (Figure 9), one of many sizes available.

Plumb and horizontals were other tools in the Stanley line of carpenter tools that Stanley promot with a sign (Figure 10) Shown with the script logo were no. O 39 102 and 104 horizontals with a cut-away showing the adjustment features. This was a actual small percentage of all the horizontals Stanley manufactured, but the sign got the message on the outside that levels were available.

Every carpenter necessityed to bore holes, and Stanley manufactured an extensive line of bit braces in each price range. Figure 11 displays another sign with three of Stanley's top-of-the-line, concealed-ratchet bit braces with a cut-away illustrating in what way the braces worked and the mode of speech of jaws available.

Figure 12 illustrates another sign in this series that promot Stanley's breast drills. Shown are the no. 711 carbonized iron frame drill with a three-jaw tap [i]or[/i] pat no. 723 steel frame twospe with interlocking jaws, and the no. 733 cast iron frame two-spe with universal tap [i]or[/i] pat