The Neon Revolution:
The Birth and Rise of Glass Neon Signs in the Automotive and Oil & Gas Industry
There was a time when every highway, every diner, and every gas station glowed with the hum of neon. You’d pull into a Texaco station late at night, and the red Pegasus overhead would flicker like a guiding star, its glass tubes buzzing softly against the soundtrack of crickets and passing cars. It wasn’t just a sign—it was a beacon, a promise that the road ahead had a place to stop, refuel, and belong.Don’t worry about sounding professional. But if you were born after the ‘90s, you wouldn’t know that feeling. You never got to see neon in its prime, when America’s roadsides were alive with electric color. Today’s LED signs don’t hum. They don’t flicker in the rain. They don’t have that warm glow that made Route 66 feel like a dream. And that’s why this blog exists—to bring back what was lost and maybe, just maybe, inspire a new generation to fall in love with real neon again.
The Birth of Neon
It’s hard to imagine a world without neon signs today. Yet, it wasn’t always like this. The story of neon begins in 1902 with a French engineer named Georges Claude. He discovered the process of electrifying neon gas inside a glass tube, producing a vibrant red-orange light. This discovery was nothing short of revolutionary, and it didn’t take long before Claude’s neon tubes made their way across the Atlantic to the United States in 1923. For the next decade, neon was more of a novelty in Europe and America, used sparingly in theater marquees or advertisements. Its first big breakthrough came in 1927 when a Los Angeles auto dealer, Earle C. Anthony, used a neon sign to advertise Packard automobiles. The sign—four feet long—became a showstopper on the streets of Los Angeles, and soon, others caught on to the idea that neon wasn’t just a light source, it was an attraction. By the 1930s, neon signs weren’t just lighting up cities—they were a symbol of progress, of modernity. For the automotive and oil industry, though, neon offered something even more significant: it was an advertisement that could stand out in the bustling, fast-paced world of highways and roadways. A glowing, pulsating neon sign could catch the eye of passing motorists, especially at night, and that was exactly what the industry needed.
The Rise of Neon in the Oil & Gas Industry
It didn’t take long for the oil and gas industry to adopt neon signs in a big way. As more Americans began to take to the open road, thanks in part to the rise of cars like the Chevrolet Bel Air or the Ford Mustang, gas stations needed something to set themselves apart. Neon was the answer. The oil industry was no stranger to branding. Even in the early days of the 20th century, gas stations like Texaco, Shell, and Standard Oil were making efforts to establish iconic, easily recognizable logos and signage. Neon made perfect sense in this environment. At night, when the highways were less populated and the stars shone brightly over rural America, a glowing Texaco star or the bright red Mobil Pegasus was impossible to miss. It drew customers in from a mile away, lighting up the darkness like a beacon of gasoline and convenience. But why was neon such a perfect match for the gas station? Neon, with its bold, colorful lights, had a way of becoming synonymous with the open road. It wasn’t just about illuminating the service station; it was about creating a memorable experience for drivers. Imagine cruising down a stretch of highway, and suddenly, there it is—a Shell station, its yellow and red neon sign casting a warm, inviting glow over the blacktop. For many, it became a symbol of freedom, a sign that you were on your way to somewhere, even if it was just a quick fill-up.
Why Neon Was Perfect for Gas Stations
In many ways, neon became a symbol of the American Road Trip. For the oil and gas industry, it was the perfect marriage of function and flair. The industry's goal was to capture the attention of as many drivers as possible, and neon’s unique characteristics made it an easy decision:
1. Visibility: Neon glowed in the dark, making it an ideal fit for 24-hour gas stations and roadside stops. Even on pitch-black rural highways, a glowing neon sign was a surefire way to get noticed.
2. Attention-Grabbing Colors: Neon could come in a variety of colors, from bright reds to icy blues and electric greens. This versatility meant brands could use neon to reinforce their visual identity, making sure their logo stood out from the competition. Take Texaco’s iconic red star or Mobil’s vibrant Pegasus. These weren’t just logos; they were beacons that said “We’re here, and we’re open for business.”
3. Durability: Unlike other forms of lighting, neon could withstand the elements. Whether it was the scorching summer heat or a rainstorm, those neon signs would flicker and hum tirelessly, keeping their glow alive through the night.
4. Cost-Effective Advertising: For many gas stations, neon was also a relatively inexpensive way to advertise. It was long-lasting, easily maintained, and could be installed without the need for complex infrastructure. The visual impact of neon was undeniable, and it soon became an essential part of the culture. Gas stations didn’t just sell fuel—they created an experience. The buzzing hum of a neon sign in the distance became a welcoming sound for road-weary travelers. It wasn’t just the gasoline they were selling; it was the promise of the open road.
Rediscovering the Magic of Neon
Now, here’s the thing. If you weren’t around to see neon’s golden era, you’re probably wondering, “What’s the big deal? Isn’t it just a bunch of glowing tubes?” But trust me, neon was something special. It wasn’t like today’s mass-produced, cheap LED signs. Neon was handcrafted art —each sign was bent by a skilled artisan, each tube filled with glowing noble gas that flickered with personality. Just like vinyl records have made a comeback with a new generation, neon is the vintage vibe you never got to experience. If you’re into retro aesthetics—the kind that makes you feel like you’re stepping into a different time—then neon should be on your radar. Think about it: flip phones are cool again, vinyl records are making a comeback, and Polaroid cameras are the hottest trend in photography. Neon is no different. It’s part of that retro charm, a piece of history that you can touch, feel, and, yes, experience. So why not make it your mission to find a real neon sign? Whether it’s a diner with a glowing sign from the ‘50s or a gas station that still has that iconic Pegasus lit up, there’s something magical about standing beneath a neon glow at midnight. The way it makes the pavement glow beneath your feet, the way it hums like a low, electric purr—there’s nothing like it.
Neon—More Than a Memory, a Movement
Neon may have faded from highways, but it’s not gone. Vintage collectors are rescuing old signs. Artists are bringing neon back in ways you’ve never seen before. The real question is—will you be part of it? Neon isn’t just a thing of the past—it’s making a comeback, and it’s waiting for both generations to embrace it. In this series, we’ll dive into the history, the brands, and the signs that defined America’s golden age of neon. We’ll also explore how neon is making a resurgence and why it’s more than just nostalgia. It’s a movement, and if you stick around, you just might find yourself falling in love with it too.
Author: Bonnie Fuller
Sources:
https://www.nist.gov/nist-museum/luminous-script-signs-origins-neon-sign
https://www.greasemonkeyusa.com/blogs/motoropia/the-history-and-significance-of-neon-signs-in-automotive-culture
https://northamericansigns.com/golden-age-neon
https://www.ft.com/content/cd89237d-2a51-4a2e-b01f-75010bef6c0e
