This double-sided Cleveland (petrol) 'totem' shaped enamel sign is, by all accounts, a bit of a rarity. Cleveland Petroleum Products Co were formed in England in 1920 and were registered for the storage and distribution of petroleum fuels. In 1938 the Anglo-American Oil Co. acquired a major interest in Cleveland Products and by 1951 they were incorporated into Esso Petroleum Co. 

 

This particular sign dates between the company's formation in 1920 and 1934 when Distillers Co granted permission to use their trademark 'Discol' on Cleveland's advertising. it's simple, bold design is likely to be one of the company's earlier designs, though there are very few references to this particular format so it's difficult to pin-point. References to a few larger, single-sided variants of this design can be found but I've only encountered one other example at this size. With mounting holes present in all four corners, it's likely the sign would've hung on chains; visible from both sides and would probably have had a second sign hanging below... 

 

The sign remains in lovely, original condition. There is some nibbling to the enamel around the outer edges, one side has a few small patches of enamel loss, the other side a small line where the enamel's surface has corroded and both signs have some discolouration to the white background layer. There are also rectangular marks around the mounting holes where re-inforcing tabs or similar were originally attached. In my opinion the condition of the sign adds to it's character and authenticity, rather than detracting from it. 

 

The sign can be hung from it's original mounting holes and sits good and flat. It measures 76cm (30”) wide x 38cm (15”) high.