celebrating 65 years of the keystone

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!