IT IS the end of an advertising era for a Kyabram icon.
The Shell service station sign has been reluctantly pulled from its foundations and laid to rest, making way for a new digital price board.
While the sign had different incarnations through the years, it has always dominated its stretch of Allan St as a beacon of salvation for those who had let their fuel tanks run dry.
Owners Harvey and Jeanette Smith said it was a bittersweet moment watching the sign come down and the removal of the old price board.
‘‘It’s so sad to see the old sign come down because it’s been there so long. All of us were out taking photos with it while it was still standing,’’ Mr Smith said.
With the installation of the new price board, the sign was considered to be on the property of VicRoads and had to be removed.
The sign is thought to have sat kerbside since 1953, back when the petrol bowsers were sitting closer to the road.
And it’s been through a lot.
From the phasing out of leaded petrol in favour of unleaded 91 to the introduction of LPG and fuel injection.
“It’s been standing out there for quite a while, the station has seen a fair few remodels to fit with Shell brand marketing guidelines, but that sign (the one taken down) hadn’t been changed in a long time,” Mr Smith said.
Originally, the sign sported a cylindrical pole and the traditional Shell logo, however the sign was reincarnated throughout the years and was given a more angular oblong post to sit atop.