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Gas stations weren’t just about fuel, they helped create American driving culture. The Gulf Oil Corporation itself was formed in 1907. Just eight years later, with the installation of a single curbside pump, Rockville Garage/Reed Brothers Dodge became the first Gulf Gasoline dealer in the still rural Washington, D.C. area. These photographs provide a glimpse into the evolution of the Reed Brothers Dodge Gulf Gasoline Service Station, highlighting the simplicity and iconic designs of a bygone era.
The Gulf Oil Company was a pioneer in gas station architecture and changed the look of its stations frequently over the years. Reed Brothers' Gulf Gasoline Station underwent several alterations over the course of 55 years that were built to follow changing corporate design aesthetics. As cars became more affordable and accessible to the average person, gas stations played a crucial role in fueling the city's growing fascination with the automobile.
1915 First "Gas Station" - A Single Curbside Pump
Above, motorcyclists fill up at Rockville Garage's first “gas station” -- a single pump.
The close-up image at right illustrates the utilitarian design of the early gas pump. These pumps were roughly four feet tall and were supplied with a hose for dispensing fuel directly to the automobile. The pump was a "blind" pump, meaning buyers could not see the amount of gasoline being put into their car and had to rely on the accuracy of the pump.
Although hardly an ideal system, pumps and underground tanks along the curb were an improvement over the earliest filling stations where gasoline was poured from hand containers. The pump was mounted just inside the entrance and was served by one small storage tank buried beneath the ground. This curbside pump would remain in use until roughly 1917.
Curbside gasoline pumps were the predecessor to today’s contemporary fuel pumps. Before the advent of curbside pumps, gasoline was pumped from storage barrels, then hand poured into the automobile from tins. In 1901, a new underground holding tank system was patented, which allowed the storage and subsequent distribution of gasoline to the surface via a curbside pump. It is considered the first vehicle fuel dispenser.
In 1915, Rockville Garage began selling gas at their original location in old Rockville at the triangle at Veirs Mill Road and Rockville Pike. It was a perfect site for the filling station due to being on a high-visibility corner. Their first “gas station” consisted of a single pump and one small tank, which dispensed Gulf brand gasoline.
1917 Reed Brothers Texaco “Visible” Gasoline Pump
In 1917, the Rockville Garage briefly transitioned to selling Texaco gasoline from their single curbside pump. The “visible" gas pump was a new design that first fed gasoline into a clear glass tank above the pump stem. The motorist could then watch as each gallon of fuel drained into their car.
From 1910 to 1920, the Texas Company, along with other companies pioneering modernized ground transportation of fuel, operated a fleet of trucks fitted with tanks to carry refined products such as gasoline, kerosene and fuel oil. On the side of the tanker pictured here is a hinged wooden box carrying two drums of Texaco product.
Below, Texaco signage can be seen on the gas pump as well as the telephone pole beside it. Near the center is one very tall Texaco branded fuel pump along with two Texaco Petroleum refueling trucks. Reed Brothers' contract with Texaco was brief -- by 1920 the garage had resumed selling Gulf brand gasoline.
1921 Reed Brothers Good Gulf “Island” Gas Pumps
At some point prior to 1920, Reed Brothers Dodge changed back to selling Gulf brand gasoline. By this time, gasoline retailers had determined that placing gas pumps on an “island” in front of the station, where drivers could approach from either side, provided the most efficient station layout. When Reed Brothers was remodeled in 1921, one of these islands was added, featuring three modern gas pumps.
Visible pumps like the ones pictured in close-up below used a graduated glass cylinder topped with a glass globe, to show customers the quality and quantity of gas being purchased and advertise the company’s brand and name.
The Gulf station included a manager and four attendants. Attendants worked long hours in all weather, possessed a thorough knowledge of service requirements for various automobile makes and models, improvised quick repairs on the spot, and provided directions to lost travelers. The five men dressed in uniforms and caps in the photo below were Gulf Gasoline Station attendants for the Reed Brothers' station.
1927 Reed Brothers “Mission-Style” Gulf Service Station
Close-up of the gasoline pump-islands with 4 pumping units
During the approximated period of 1926-1932, Gulf often employed the Spanish/Mission Revival style gasoline stations. In the 1920s, the Gulf Refining Company adopted a brick and tile roof station with canopy supported by four brick columns covering two front driveways. Unlike the simple curbside gasoline pumps, this was Reed Brothers’ first branded, architect-designed station.
A modern drive-through canopy was added along with new gasoline pumps and Dodge Brothers Motor Car and Graham Brothers Truck signage. “That Good Gulf” was one of Gulf’s marketing slogans for a number of years during the twenties and thirties. It was also during this time that the first gas station canopies started to emerge to accommodate year-round weather protection for automobile service and repair-- the first full service/corporate identification service station. Owned by Reed Brothers, the Gulf Gasoline Service Station was operated independently of the Reed Brothers Dodge dealership.
Esso station in Rockville with a similar mission-style roof, c. 1942 (Montgomery History)
1939 Reed Brothers “Art Deco Design” Gulf Gasoline Station
The front of the Gulf Gas Station was remodeled as shown below in 1939. Though the Depression years had been lean, Reed Brothers was able to complete another extensive remodel, incorporating a brand-new version of its Gulf service station reflecting a distinctly Art Deco architecture. The station had an eye-catching canopy and a tower in the middle with “Reed Brothers” on the top that blended functionality with elegance.
Close-up of the newly-designed pumps of the 1940s. Pumps now dispensed fuel regulated by rolling digits rather than visible glass cylinders.
This 1940s Reed Brothers Gulf Gasoline postcard invites motorists to “drive in often…” It also serves as a visual record of a long-vanished landmark at what is now Veterans Park in Rockville.
1953 Reed Brothers “Icebox” Design Gulf Gasoline Station
Due to changes in the highway in 1953, Reed Brothers began another extensive remodeling and rebuilding program. Two-thirds of the existing construction at the triangle-point of the property were razed and a modern Gulf Service Station was erected, set back from the intersection with uncovered pumps out front. Beyond just dispensing fuel, service stations were also expanding to include more sophisticated automotive repair, necessitating the addition of service bays.
The design was called an "icebox," or "oblong box," made iconic by Gulf, and dates back to the late 1930s. There were probably more of these built in the mid-century than any single one of the later Gulf designs. Reed Brothers' 1950s icebox station represents the Modernist influence, featuring large display windows, glazed service bay doors, and porcelain enamel-paneled exterior.
Reed Brothers “Icebox” design station. Photo taken c.1968, right before Reed Brothers moved from this location and discontinued fuel service.
At right, a close-up of fuel pumps redesigned again for the modern station, fitted with overhead lights in lieu of the covered awning.
Below: promotional 3-1/4-inch cardboard service reminder, produced by the Gulf Service Station in the 1950s and customized with Reed Brothers' location info.
Today, the architecture and design of gas stations serve as nostalgic reminders of a bygone era, reminding us of the transformative power of transportation and the indelible mark it left on Montgomery County’s history and driving culture.
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