The iconic Keystone logo. Oliver's final logo. This logo was the "modernized and updated" brand styling that its shield themed roots date back to the company's beginning in 1929. Oliver ditched the previous red and green colors it had used in it's logos for the past 30 years and went with a brand new color - ORANGE! 
During the 1950's, Oliver had used their 2 color (green and red) shield with the word Oliver in yellow.  But as 1960 rolled in, Oliver was going through massive changes in its stock ownership and board of directors.  As a result, Oliver Corporation was purchased by White Motor Corporation effective November 1, 1960.  Oliver became a wholly owned subsidiary of White and operated that way for the next decade.  Shortly after the change in ownership, the keystone logo was implemented as Oliver's new brand and logo. In November and December 1960, the keystone logo was prepared to take over. Looking back, there were some clues hinting at the styling found in the new keystone logo. The Oliver 1800 and 1900 tractors which were first released in late 1959 featured a keystone shaped black background with Oliver's normal shield logo - except the Oliver shield was orange and white! This "precursor" to the keystone logo was found on the grill and side panel decals of the 1800 and 1900 A series tractors a full year before the keystone logo was debuted. At that same time, all other Oliver products used the traditional Oliver 2 color shield logo or oval Oliver "nameplate" design found on the three digit series Oliver tractors. Likely with a new owner, the concept of having a new and consistent logo for the brand was emphasized becoming a top priority for White's Oliver Corporation. And that's exactly what they did!
So only two months later, in January 1961, Oliver's new President Sam White, Jr. was out showcasing the new keystone logo to Oliver dealers and branches across the United States. This logo was a hit and stayed around  all the way until the final Oliver tractor was produced in 1976. 

November 1, 2025 marks 65 years since Oliver's final chapter under the ownership of White Motor Corporation began.  Today, the tractors wearing the keystone are some of the most popular and collectible Oliver models of our time. To help celebrate 65 yeas since the inception of the Keystone logo, each week in October we will feature a different sign or promotional product that includes the keystone logo in the design.  Check our website and Facebook page to see the special deals and take advantage of some great savings all while keep the Oliver legacy alive for many more years!

In the late 1960's White Motor Corporation, who was the owner of both Oliver and Minneapolis-Moline, had the research and engineering staff working on prototypes for a new series of tractors.  This new series of tractors was known as the "Corporate Tractor" or sometimes referred to as the White 2200 series. The plan was for the new Corporate Tractor series to be a replacement for both brands.   According to former engineers with the company, there was an original "Corporate Tractor" project that was terminated followed by a second "Hybrid Corporate Tractor" project that was also eventually terminated sometime in 1972. Today, only 1 Corporate Tractor is known to have survived.  It is believed to be a later "Hybrid Corporate Tractor" and is currently receiving a restoration along with fabrication of missing parts. It is on display at the Floyd County Museum in Charles City, Iowa and shown below.

Prototype Tractors
The Charles City tractor plant was tasked with the assembly of these prototype tractors using some components from APD and the remaining manufactured at the plant by the Experimental Department. During 1969 and 1970, the Corporate Tractor prototypes were field tested. Some models had a 4 cylinder engine and others a 6 cylinder engine.  At least 5 prototype corporate tractors were built for testing as 5 machines can be seen lined up all in the same photo. Some former Oliver engineers believe that 11 total prototype machines were built, but exact numbers and models are unknown at this time. Multiple variations of the Corporate tractor were built over about a three year span of research, design, and testing.  These changes in sheet metal design, grill, decals, and numbering can be seen in various pictures shown below. The final design is believed to never have been officially decided before the project was finally terminated in 1972.​

The only known video footage of the Corporate Tractor shows it being field tested. The first machine shown is a FWD model of the Corporate Tractor. The second machine is badged as an Oliver 1850 and is outfitted with a hydraulic pump driven off the crankshaft and controlled by a single level - likely a prototype of the CVT. The third machine shown has no badges, but looks similar to an Oliver 2150 but with a longer hood and front frame. It is also outfitted with prototype equipment and what appears to be the CVT "hydro mechanical transmission" White received a patent on in 1969.

If you would have showed up to tour the Oliver Plant in Charles City, Iowa during 1966, you would have received this booklet while taking your tour. Take a step back in time and explore the Charles City Oliver Plant, the products in made, and an overview of the full scope of the Oliver Corporation!

In 1974, White Farm Equipment was rolling out it's new line of White Field Boss Tractors. These tractors featuring a brand new color scheme, design, and decals set out to combine the Oliver and Minneapolis-Moline brands into one new brand - White Farm Equipment.  But during this time, White was still producing meadow green Oliver branded tractors like the Oliver 2255 in the same Charles City tractor plant. During this transitional stage, a few Oliver 2255 tractors got fitted up with the new White Field Boss paint scheme and badges. Everything from the hood to sheet metal and fenders was Oliver on this tractor shown above, which is interesting because White designed a new hood, sheet metal, fenders and grill for the Field Boss line of tractors. Was White considering releasing the Oliver 2255 as a White model? Or was this a prototype of the later White 2-180 tractor (the successor to the Oliver 2255) in disguise?  If you look closely, you will notice a few differences in the four pictures which begs the question if all the pictures are of the same tractor or if multiple of these Oliver 2255's in "White clothing" were made?  One difference is that the grill appears white in one picture and silver in the rest.  Additionally, the side of the dash is different on the right side in one picture than the left side of the dash shown in another photo.
Unfortunately, the real story behind this tractor is likely lost to history. Regardless, these awesome pictures did survive and give us proof of this one of a kind tractor existing at some point in time.  Knowing that Oliver commonly repainted and rebadged tractors after their display or advertising purpose had been served, these tractors most likely got re-painted back to meadow green and sold to a customer as Oliver 2255's.  So check your 2255's  - if there is a layer of silver paint hiding underneath the green, you just might have this tractor in your fleet! 
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Photo Credit: Oliver Tractor Plant Archives at the Floyd County Museum

If you were a dealership, you wanted your customers to buy parts for their machines from your business. Oliver used the slogan "Genuine Parts" to encourage customers to only use original equipment parts from dealers instead of aftermarket or generic farm store brands. In order to get more parts in front of customers while the visited a dealership, Oliver began using "merchandiser" displays in the 1960's. These merchandiser shelving units were placed on showroom floor and were stocked with fast moving parts which allowed self service by the customer to select and bring what they needed to the parts counter for purchase.  In mid 1960's, Oliver Corporation rolled out a program offering merchandisers to their dealers.  The merchandiser shelving units and topper signs were made by the Paul Williams company of Chicago. 

In fact, dealers could get these displays for free in some circumstances using their "POP" points.  POP was an acronym for the "RePair Stock Order Program" (although maybe not a very good one!) in which Oliver corporate offered dealers a discount/credit on their orders of repair parts to have in stock.  Dealers could then use their "POP" points they accrued from repair part stock orders to buy the merchandisers.

The 4 foot wide merchandiser shelving units were painted gray and used a clover white pegboard backer. Adjustable shelves, wire bins, peg hooks were offered with them to fit a huge variety of repair parts. The units could be topped with signage - either a 36" wide GENUINE PARTS sign or 1 of 23 smaller 24" signs listing parts such as: Plow, Paint, Engine, Chain & Links, Tractor, and others. Their design allowed the dealer a variety of options for placement.  They could be put along walls, placed back to back with another unit, or even arranged into 4' x 8' "islands" using 4 units (2 back to back and one unit each end). These displays gave dealers an attractive way for customers to actually see some of the repair products and maybe even save the parts guy some time! Today, they are great item sought after by Oliver collectors to display their treasures!  If you need a GENUINE PARTS sign for your collection, we offer one in the same design used on the merchandisers - CLICK HERE to order.

When Oliver introduced the Three-Digit Series tractors (440, 550, 660, 770, 880, 950, 995) starting in 1958, a new color scheme and decals appeared on the tractors.  Clover White replaced the red and yellow colors on the tractors.  The yellow decals were changed to a new "oval logo" with the word "Oliver" in red on a white oval with a gold outline.

Somebody at the Oliver Corporation must have decided that the new nameplate logo used on the decals and grill emblem of the tractors should be the identifying symbol for advertising. So the "New Oliver Signs" flyer was created to promote the new signs to Oliver dealerships. In fact, 2 sizes of the new sign with the Oliver "oval logo" nameplate were planned:
- The 8' wide x 4' tall single sided sign could be used as a Road Sign or a Wall Sign
- The 6' wide x 3' tall double sided sign could be used a Hang Down Sign and included a pole and mast for mounting above the main or service entrance at dealerships.
Additionally, two options were available for the top portion of the sign - dealers could choose from either "FARM MACHINERY" or "INDUSTRIAL EQUIPMENT" according to the flyer.

So, why won't you find one of these dealer signs? Well, the reason is no one has ever seen one. The flyer above is the only proof that this sign design ever existed! Our best guess is somebody in sales or marketing thought this new Oliver "oval nameplate" was here to stay and started the process to update the signage and branding to match. But, they must not have been aware of the work going on in the experimental department at Oliver because a new tractor design, logo, and grill emblem was already in the works on a brand new series of tractors - the models 1800 and 1900. ​
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Dealership signs are a prized treasure to find for any collector, but are pretty commonly found in various conditions from years of use. These metal signs survived because they were tough and made for outdoor, long term use. Banners on the hand, were not!  Oliver used banners from time to time to introduce new tractors, product lines, or for a new sales promotion.  They were made from lightweight cloth material and designed to be used in the dealership showroom or for temporary use at a show or fair.  Because of this, very few banners survived making them one of hardest items to find for a collector to find.  If one of the few that still exist does come to auction, the large banners such as the 10' x 3' Oliver 880 banner, commands an even bigger price - one recently selling for over $3,000!  Oliver Archives is proud to offer high quality replica banners using these great designs from the 1950's.  The banners are available in the 10' x 3' size just like the originals or a half size version (60" x 18") if you are limited on your space to display the banner.  You can also choose from either 18 oz. heavy duty vinyl for outdoor and indoor use OR a polyester fabric which gives your banner beautiful, vibrant colors for perfect for indoor use or short-term temporary outdoor use.   

So now you don't have to wait years to find one of these banners or spend thousands of dollars to own one.  Just choose a size and material and it will be shipped to your door!  Perfect for your man cave, garage, shop, or to display next to your tractor at a show, you know you want one!

One piece of equipment that some people are surprised to see wearing the Oliver name are outboard motors. Although it was a short lived endeavor, the farm and Industrial equipment manufacturer was willing to make anything they thought could be a profitable piece of equipment.

The Oliver Corporation entered the outboard motor business when it purchased Chris Craft's outboard motor line, consisting of the tooling and rights to two motors, in 1954.  Oliver debuted its improved design of the outboard motor in 1955. It continued to make improvements with upgraded models in 1956.  This division of Oliver operated out of Battle Creek, Michigan.  The outboard business was extremely tough to gain market share in which led to Oliver selling off its outboard division to Perkins in 1960 who moved production overseas. Some Oliver Farm Equipment dealerships picked up the outboard products while new Outboard Dealers were added primarily near rivers and lakes with existing boat and outboard repair shops.  The map shows Outboard Dealers that are currently known. If you know of any other Oliver Outboard dealers, use the Contact Us form to get them added to the map.