Special Rustmonger Vintage - Bonanzle Grand Opening - Welcome to Fall Sale in Progress Now!
Fifties Vintage Industrial Advertising...
"This is Ex-Cell-O"... Brochure and direct advertising piece ..

Ex-Cell-O's company brochure/advertising/line flier from 1954.
Letter-sized, 6 panels total, nifty metallic copper and black ink, gloss varnish, coated paper. Black front panel is die-cut diagonally so that it opens on to the metallic copper interior. Pretty!

Condition: A little shop wear but not significant damage, most of the wear is slight scuffing from being filed. You can almost see the metallic sheen on this ink in the photo... that's what might look like fading but is not.

This advertising piece is very well-done and a nicely-designed example of fifties graphic design... The "cuts" (illustrations) throughout are very nice and come from the days when Ex-Cell-O was making pretty machines. This brochure shows the complete line of products, precision machines, made by the company, so it is a nice glimpse inside the fifties world just as a lot of automation was changing the way the world worked.
For a bit of history, Ex-Cell-O not only made precision machine tooling equipment, they also were apparently the creators of the modern milk carton (Pure-Pak containers. There's that hyphenation thing that Ex-Cell-O positively Ex-Celled in, again.) They also manufactured railroad pins and bushings, aircraft and miscellaneous production parts, and dairy equipment. But you machine buffs out there probably already knew that. Diversification being a good thing and all. (again... anyway...)

This is a nice piece of American manufacturing history, a glimpse into marketing literature for a Detroit company that no longer exists as such (they were acquired by Textron in 1986. Remember that bit about diversification? Gee. Sometimes, progress just isn't.), a great reference for those who own an old Ex-Cell-O (also gotta love the XLO logo!) machine or three, and would make a nice addition to the machine shop literature collection (would get a double-take as "shop reading-room" material).  No reserve and a fair minimum bid.

(can ya tell longwinded Rosie loves this piece?)

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