Stanley Advertising and Imprinted Tape Rules

Stanley's purchase of Hiram A. Farrand, Inc. of Berlin, New Hampshire, on December 18, 1931, not only added new measuring instruments-tape rules-to Stanley's line but also a new and effective advertising item-imprinted tape rules (Figure l).1 Tape rules with advertising, within one decade, would supersede the Zig Zag rule as the most popular Stanley promotional item.

When Stanley purchased the company, Farrand already had been offering its tape rule with advertising engraved on the barrel side of the case (Figure 2). Hand engraving, however, was expensive, and by 1934, Stanley was promoting inexpensive imprinted tape rules to its customers.

Three types of imprinted messages, designated Types A, B, and C, were offered. Type A had a stamped-with-type imprint as shown in the model no. 7566 tape rules in Figure 3. These tape rules have the stamped imprint filled in with white enamel on gun-blued cases. Figure 4 is a model no. G.'iSG direct-road tape Type A stamped-with-type imprint. Figure 5 shows a Four-Square no. 1 IGG advertising tape with a Type A imprint with black till but with the Four Square logo in red.

The Type B imprint is stamped with a plate. The model no. 7566 rule shown in lMgure O has a nickel finish and black infill. Variations on this style were also available. Shown in Figure 7 are three no. 1266 tape rules with the Type B imprint, one with red and two with black infills.

Stamped-with-type imprints are made by setting up steel type in much the same way a printing press is set up. The words are then stamped into the rule case blank. With a stamped-with-plate imprint, a die plate is made, which is then used to strike the plate. Die plates cost more to make. The advertising on steel tape rule faces (not the advertising on the edges, however) is done before the two case halves are die formed into the case design. The case blank is really a flat, circular disk, which for the rule in Figure 3 would be 2 1/8 inches in diameter with a 1/8-inch hole in the center. For the tape in Figure .5, the blank would have been 2 ½ inches in diameter.

Stanley also offered Type C imprint tape rules. These rules had the imprint etched into the face of the tape case. Figure 8 shows two no. 1006, 6-foot tapes with Type C imprints, showing the variety obtainable through Stanley. Both have black enamel infill. Etching was more expensive, but the design possibilities were unlimited.

Not only were the Type C imprinted rules available in the ½-inch blade width size but also in the smaller, 3/8-inch wide blade model nos. 7866 and 7406. Figure 9 shows a no. 7366 stainless case with Ross Engineering imprinted with a blue enamel background. The Type C etched imprint rules allowed for intricate designs if desired. Figure 10 shows a no. 7466 with a very intricate design with a black enamel background. The model no. 1 166 in Figure 1 is another example of how interesting the etched models could be. Stanley promoted itself on this rule with the slogan "A good rule at any time" and "Buy Stanley" which incorporated a clock face. Again, the background is black enamel. The no. 1 166 tapes in Figure 11 show variations of the Type C imprint that take advantage of the available advertising space, utilizing not only the border of the tape case, but also the center.

These three imprint types were offered throughout the 1930s and World War II. With the improvement of the tape measure Stanley's new line of Defiance "pull-push" rules, nos. 1260 and 1261, were available with one, two, or three lines of advertising on the rim of the rule case with the imprint filled in with the color of the advertiser's choice (Figure 12). When Stanley introduced the Defiance D-style no. 1262 case in 1,94,9, advertisers had the option of an imprint around the rim as well.

Over time, the D-style tape rule was refined from the pressed metal style to a chrome plated die-cast case. With this change, the center of the case in model nos. 1206, 1208, and 1210 had a screwed-on plate that was marked with the name, model number, and length of tape rule. First marked as Defiance in 1951, this tape was soon updated to a "Stanley Grade" tool with the same numbers.

By 1953, these tape measures, which cost $1.38 to $1.84 each, depending on the length of the tape, were available with advertising name plates instead of the Stanley name plate. The name plates could be either lithographed or etched; etching cost 54 cents extra. In 1951, the J. Fegely & Son Hardware Company of Pottstown, Pennsylvania, celebrated its one hundredth anniversary by distributing a Defiance model no. 1206. The rule had a lithographed plate with a red background that advertised the anniversary (Figure 13). These rules were also available in an etched plate, which made the words or design stand out with a recessed background. With this technique, an infinite number of creative advertising logos or designs could be made with any color background desired. Figure 14 shows three examples of D-style, etched plates, die cast tape rules, all no. I'206. These tapes were also available with blue and silver gift boxes. A 121OW 10-foot advertising tape is shown in Figure 15 with a silver background etched plate with red lettering.

Hy January 1954, Stanley D-style tape models 1206W, 1208W, and 12 1210W were available Witli a gold-plated case at an extra charge of 35 cents each. When in 195.5 the American Cast Iron Pipe Company wanted to mark fifty years of service, the company chose the gold-plated option with an etched plate on a Stanley no. 1210W 10-foot, D-style tape rule (Figure Ki). The normal rule of this type would have cost $1.84 in 1955. This advertising tape would have cost the American Cast Iron Pipe Company $2.73 ($1.84 for the basic tape; $ .35 for the gold plated case; $ .54 for the etched advertising plate) if purchased in a lot of K)O to 249.

Also available- in imprinted models in 1,954 was Stanley's Featherlite pull-push tape rules no. 636W or with diameter scale denoted as no. 636WD. Tape rules with diameter scales could be used to wrap around any round object that would then give the object's diameter. Either scale was the same cost. These tapes were offered with etched plates, etched plates and reverse side stamping, or stock plates and reverse side stamping with colored plastic cases. Shown in Figure 17 is a no. 6.SGWI) tape with a blue case and etched plate. Figure 18 illustrates a stock plate with reverse side stamping for a 19/55 Detroit convention. The lettering is gold on red.

In 1.963, a new model, a wide pocket tape, was introduced by Stanley known as the MYT series." The imprints on these rules were printed on the face and then covered with a polyester Him called Mylar®. Available in 6, 8, and K) feet these rules (Figure 19) had a 1 5/8 square billboard face for an advertising message. Two-color faces were available for an extra charge. Instead of the standard chrome case, a goldplated case was available as another option.

The new Powerlock tape rules were available in 1964 with advertising on a 1 ½-inch diameter circular name plate protected by a Mylar® film. These namcplatcs had a two-color imprint with any color background and any color copy. A three-color copy was available for an additional charge. Shown in Figure 20 are a 12-foot I'Lla and an X-fbot HLX Powcrlock tape rule with advertising.

Stanley continues to manufacture tape rules for promotional advertising in selected models today, and they are still a long-lasting and effective way to promote a company.

Notes

1. Walter W. Jacob, "Stanley Tapes Measure the World, Part 1," The Chronicle 53, no. 4 (2000): 163-167.

2. For more information on stock models see Walter W. Jacob, "Stanley Tapes Measure the World," The Chronicle 54, no. 4 (2001): 154-159.

Walter W. Jacob writes a regular column on Stanley tools for The Chronicle.

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