Argy58
Avon Tyres, Art Deco badge, c1930s
This visually stunning Art Deco enamel badge, promotes the famous tyre brand, Avon Tyres. It bears the company's early 1908, registered trademark which is a stylised Trilithon (Stonehenge) structure, made up of two large vertical stone posts supporting a third stone that lies horizontally across the top. On this badge, the horizontal stone announces the company name, Avon. From 1908, through to the 1930s, the Trilithon was either used as a focal point within advertisements, or as a refined logo within a corner of an advertisement. Beneath the Trilithon trademark the phrase 'Symbols of Endurance' appeared.
Within the early advertisements, before and just after the 1920s, a car and driver, with Avon tyres, would be portrayed passing through a mighty Trilithon. The adoption of this Trilithon trademark was explained by the company as follows: ".......this noble and historical trademark was decided upon in full consciousness of the high standard of excellence which such an emblem implied … because Avon products, in addition to other noble characteristics, possessed in a remarkable degree the two skills of strength and durability."
Of course, another reason for adopting the Trilithon device was linked to the company's location in Wiltshire, the home of Stonehenge. The badge uses the company's distinctive, somewhat spikey, upper case font, and this was first used in the late 1920s through to the 1960s. By the 1970s the signature logotype 'Avon' was changed to a modernist sans serif design with the letter 'o' rendered in solid red.
Avon started making rubber based products as far back as 1885 and by 1890 the business operated entirely from Melksham. At this point the Avon India Rubber Company Ltd was formed and in 1906 Avon car tyres were advertised for the first time along with their already established line in cycle tyres. Throughout WW1, Avon Tyres were used on forces bicycles, motorcycles, cars, trucks, aeroplanes and ambulances. Other Avon rubber products such as tubing and hoses were used to extract water from waterlogged trenches.
By the late 1920s, Avon had a number of tyre distribution centres across Britain and their product range diversified to include carriage and pram tyres, rubber soles and heels for footwear, household bath mats and rubber carpets. In 1933 the Avon 'cooled duo-tread tyre' was chosen by Rolls Royce as a standard feature on their cars. Avon's racing pedigree gained momentum in the 1920s and continued through to the mid-century period, building up strong relationships with international riders and drivers.
Avon maintained a high profile in the rubber based product market and the post WW11 period witnessed rapid growth through a number of acquisitions and further product diversification. Cooper Tire & Rubber Company (Ohio, USA), purchased Avon Tyres in 1997 in an agreement that allowed the company to focus on its core automotive components, technical products and protective equipment. The Avon brand remains within the Cooper Tire & Rubber Company portfolio and the Melksham, Wiltshire plant remains active today.
Photography, layout and design: Argy58
(This image also exists as a high resolution jpeg and tiff - ideal for a
variety of print sizes e.g. A4, A3, A2 and A1. The current uploaded
format is for screen based viewing only: 72pi)
Avon Tyres, Art Deco badge, c1930s
This visually stunning Art Deco enamel badge, promotes the famous tyre brand, Avon Tyres. It bears the company's early 1908, registered trademark which is a stylised Trilithon (Stonehenge) structure, made up of two large vertical stone posts supporting a third stone that lies horizontally across the top. On this badge, the horizontal stone announces the company name, Avon. From 1908, through to the 1930s, the Trilithon was either used as a focal point within advertisements, or as a refined logo within a corner of an advertisement. Beneath the Trilithon trademark the phrase 'Symbols of Endurance' appeared.
Within the early advertisements, before and just after the 1920s, a car and driver, with Avon tyres, would be portrayed passing through a mighty Trilithon. The adoption of this Trilithon trademark was explained by the company as follows: ".......this noble and historical trademark was decided upon in full consciousness of the high standard of excellence which such an emblem implied … because Avon products, in addition to other noble characteristics, possessed in a remarkable degree the two skills of strength and durability."
Of course, another reason for adopting the Trilithon device was linked to the company's location in Wiltshire, the home of Stonehenge. The badge uses the company's distinctive, somewhat spikey, upper case font, and this was first used in the late 1920s through to the 1960s. By the 1970s the signature logotype 'Avon' was changed to a modernist sans serif design with the letter 'o' rendered in solid red.
Avon started making rubber based products as far back as 1885 and by 1890 the business operated entirely from Melksham. At this point the Avon India Rubber Company Ltd was formed and in 1906 Avon car tyres were advertised for the first time along with their already established line in cycle tyres. Throughout WW1, Avon Tyres were used on forces bicycles, motorcycles, cars, trucks, aeroplanes and ambulances. Other Avon rubber products such as tubing and hoses were used to extract water from waterlogged trenches.
By the late 1920s, Avon had a number of tyre distribution centres across Britain and their product range diversified to include carriage and pram tyres, rubber soles and heels for footwear, household bath mats and rubber carpets. In 1933 the Avon 'cooled duo-tread tyre' was chosen by Rolls Royce as a standard feature on their cars. Avon's racing pedigree gained momentum in the 1920s and continued through to the mid-century period, building up strong relationships with international riders and drivers.
Avon maintained a high profile in the rubber based product market and the post WW11 period witnessed rapid growth through a number of acquisitions and further product diversification. Cooper Tire & Rubber Company (Ohio, USA), purchased Avon Tyres in 1997 in an agreement that allowed the company to focus on its core automotive components, technical products and protective equipment. The Avon brand remains within the Cooper Tire & Rubber Company portfolio and the Melksham, Wiltshire plant remains active today.
Photography, layout and design: Argy58
(This image also exists as a high resolution jpeg and tiff - ideal for a
variety of print sizes e.g. A4, A3, A2 and A1. The current uploaded
format is for screen based viewing only: 72pi)