Esso tiger sign

Vintage Esso tiger sign, an iconic symbol of the advertising campaign that marked gas stations in the United States and worldwide.

About this subject

The Esso tiger sign is one of the most recognizable symbols of 20th-century automotive advertising. The "Put a Tiger in Your Tank" campaign was launched in 1959 by Esso, then one of the world's largest oil companies. The goal was to associate the brand's fuel with power and performance, using the tiger as a metaphor. The campaign was a massive success, generating a series of commercials, giveaways, and, of course, the iconic gas station signs featuring the tiger.

These signs, typically made of enameled metal or backlit acrylic, became collector's items. The design varied: some showed the tiger leaping, others just the head, always in Esso's vibrant colors (blue, white, and red). The sign in question, with dramatic Rembrandt-style lighting, highlights textures and contrasts typical of nighttime advertising boards. Rembrandt lighting, characterized by a triangle of light on the subject's face, is more common in portraits but was applied here to give depth and drama to the logo.

Culturally, the Esso tiger transcended advertising. It became part of automotive folklore, appearing in films, songs, and even environmental protests, the tiger was associated with fossil fuel consumption. Today, the sign is remembered as a landmark of 1950s/60s graphic design, when American roads were filled with eye-catching signage. The dramatic lighting used in the photograph evokes the nostalgic charm of roadside gas stations, where travelers were greeted by colors and promises of adventure.

Frequently Asked Questions

What is the origin of the Esso tiger?

The tiger was introduced in 1959 through the 'Put a Tiger in Your Tank' campaign, created by the advertising agency D'Arcy. The idea was to associate Esso fuel with the animal's power.

Why is the lighting called Rembrandt?

Rembrandt lighting is a photography and painting technique that creates a triangle of light on the shadowed side of the face. In this image, it was used to give a dramatic and artistic effect to the sign.

Do these signs still exist?

Yes, many original signs have been preserved by collectors and gas station memorabilia enthusiasts. They are considered valuable pieces of vintage advertising design.