Reo Motor Car Co. (1905-1939)
Reo Motor Truck Co. (1910-1916)
Reo Motors, Inc. (1940-1957)
Reo Div., White Motor Co. (1957-1960)
Reo Motor Truck Div., White Motor Co. (1961-1967)
Lansing, Michigan
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| This is a Reo light delivery truck radiator emblem (1910-1915) mjs Size: 155mm wide 45mm high MM: None |
Ransome E. Olds set up the Reo Motor Car Company in 1904 after he had left Oldsmobile and produced a fine range of passenger cars until 1936 (see Reo). Some commercial vehicles using Reo passenger car chassis were built in the early years of Reo production. Full Reo commercial vehicle production began in 1908 with the introduction of a light truck on an 8hp single-cylinder chassis and a four-cylinder truck appeared in 1911. Reo entered the heavy-duty truck market in 1913 with a 2-ton model which was in production until 1916. The truck had electric lighting and electric starting which was a first for the truck industry in America.
The best selling Reo truck was the 1-ton Speedwagon introduced in 1915, which continued in production with modifications until the late 1930's. By August 1919 around 20,000 Speedwagon trucks had been built, making Reo the largest builder of pneumatic tired trucks at the time. A six-cylinder Speedwagon appeared in 1925 when Reo decided to produce buses. In 1929 a Junior Speedwagon was introduced and the six-cylinder Gold Crown engine arrived in 1934. Between 1936 and 1938 Reo built a range of trucks for Mack, called Mack Junior (see Mack). Production of Reo buses continued and a line of rear-engined buses called Flying Clouds were built from 1939 to 1942. However, bus production eventually ceased in the late 1940's.
During World War II Reo built military buses and trucks. After the war, Reo introduced the Gold Comet engine for their trucks and for the 2-1/2-ton 6x6 Eager Beaver, which remained in production for many years. White acquired the Reo truck business in 1957 and purchased Diamond T the following year. White consolidated Reo and Diamond T in 1967 and the trucks were renamed Diamond Reo.
Emblems
The earliest Reo commercial vehicles based on Reo passenger car chassis did not have an emblem but did show the Reo name on small serial plates usually attached to the rear of the vehicle, see example below:
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| This original photo shows a Reo car (left) and a Reo bus (right) (1905) dpl |
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| This original photo of the rear of a Reo bus shows a serial plate (1905) dpl |
From about 1907, Reo passenger cars displayed the Reo name using a brass script attached to the radiator core, see example radiator script shown below. It is possible that some Reo commercial vehicles built at this time also displayed a Reo radiator script but I cannot confirm this. Genuine original Reo scripts are scarce.
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| This is a brass Reo radiator script (c1907) mjs Size: 205mm wide 144mm high |
The Reo script was in regular use on light delivery trucks from late 1910 to late 1915 attached to both sides of the body below seat level, and on the Model J two-ton trucks from 1913 to 1916 attached to both sides of the body at seat level, see original Reo factory illustrations shown below:
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| This is a Reo truck showing the Reo body side script located below the seat ms |
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| This is a Reo truck showing the Reo body side script located at seat level ms |
The earliest radiator emblem used on Reo commercial vehicles was a painted brass nameplate, see example above at the top of this post. This Reo radiator emblem was used on Reo passenger cars from 1907 and may have been used on some Reo commercial vehicles at this time, but I cannot confirm this. This radiator emblem was in regular use on Reo light delivery trucks from late 1910 to late 1915. This Reo radiator emblem is scarce.
In October 1915, the Reo light delivery truck was replaced by the new Model F 3/4-ton Speedwagon, which carried a white, blue, red and black enamel radiator emblem similar to the emblem shown below but marked "Reo Motor Truck Co" rather than "Reo Motor Car Co". I do not have a photo of this Reo radiator emblem, which is extremely rare. If you have such a photo, please send me a copy in order to up date this post.
The Reo Model F Speedwagon radiator emblem was changed to "Reo Motor Car Co" in September 1916, see example below. This Reo Model F Speedwagon radiator emblem is scarce.
In 1920, the Reo Model F Speedwagon radiator emblem lost the "Model F" name, see example below. This Reo radiator emblem was also used on Reo passenger cars and is relatively easy to find.
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| This is a Reo Model F Speedwagon radiator emblem (1916-1919) mjs Size: 75mm wide 58mm high MM: Childs |
In 1920, the Reo Model F Speedwagon radiator emblem lost the "Model F" name, see example below. This Reo radiator emblem was also used on Reo passenger cars and is relatively easy to find.
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| This is a Reo Model F Speedwagon radiator emblem (1920-1926) mjs Size: 62mm wide 51mm high MM: D L Auld |
Reo Speedwagon trucks from 1922 to about 1926 also displayed "REO" scripts on the ends of the cylindrical fuel tank in the driver's cab.
The following "Rio" variation of this emblem was used on Reo vehicles exported to South America. This Rio radiator emblem is very rare.
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| This is a Rio radiator emblem used for the South American market (c1926) chw Size: 68mm wide 56mm high MM: D L Auld |
In the mid-1920's, Reo Speed Wagon advertisements included a Reo emblem-like design carrying the slogan "The Gold Standard of Values", see example below:
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| This is a Reo truck ad showing an emblem-like design with a slogan (1925) ms |
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| Close up showing the emblem-like design with the slogan (1925) |
The small white, blue and red enamel Reo emblem shown below closely resembles the design shown above and includes the "Gold Standard of Values" slogan. I do not know, if this Reo emblem was actually used on any Speedwagon trucks. Because of its small size, it may have been used as an advertising piece to promote Reo Speedwagon trucks. If you have further details of the use of this Reo emblem, please let me know, in order to update this post. The emblem shown below is slightly dished and the back is almost totally covered in solder.
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| Reo emblem with the "Gold Standard of Values" (1920's date unknown) mjs Size: 31mm diameter MM: Unknown |
If you have further details of the use of this Reo emblem, please let me know, in order to update this post. The emblem shown above is slightly dished and the back is almost totally covered in solder.
The following radiator emblem was used on the Reo Model G 2-ton Heavy Duty Speedwagon introduced in 1925. This Reo Heavy Duty Speedwagon radiator emblem is scarce.
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| This is a Reo Heavy Duty Speedwagon radiator emblem (1925-1928) mjs Size: 410mm wide 120mm high MM: None |
A new Reo Model F Speedwagon was introduced in 1926 and carried the following radiator emblem. This Reo Speedwagon radiator emblem is scarce.
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| This is a Reo Model F Speedwagon radiator emblem (1926-date) mjs Size: 193mm wide 52mm high MM: None |
The following Reo radiator emblem was used on Speedwagon models in late 1926 to early 1927. This Reo Speedwagon radiator emblem is scarce.
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| This is a Reo Speedwagon radiator emblem (1926-1927) mjs Size: 190mm wide 63mm high MM: None |
The following white and two shades of blue enamel Reo emblem is a bit of a mystery. It has been seen attached to a metal bracket, possibly used for the attachment of a lamp or licence plate. If you have details of the use and dates of use of this Reo emblem, please let me know, in order to update this post. This Reo emblem is rare.
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| This is a Reo emblem (date possibly 1920-1926 period) mjs Size: 79mm wide 60mm high MM: Childs |
The following red enamel Reo radiator emblems were used on new truck models introduced in July 1927 for the 1928 model year:
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| This is a Reo Speedwagon Junior radiator emblem (1927-1930) mjs Size: 66mm wide 52mm high MM: Unknown |
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| this is a Reo Speedwagon Tonner radiator emblem (1927-1929) mjs Size: 66mm wide 52mm high MM: D L Auld |
The following Reo truck radiator emblems appeared at the same time as the above two emblems but are slightly larger:
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| This is a Reo Speedwagon Standard radiator emblem (1927-1929) mjs Size: 79mm wide 63mm high MM: Unknown |
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| This is a Reo Speedwagon Master radiator emblem (1927-1929) mjs Size: 79mm wide 63mm high MM: Unknown |
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| This is a Reo bus radiator emblem (1927-1929) mjs Size: 79mm wide 63mm high MM: Unknown |
The Reo truck and bus radiator emblems shown above are all scarce. The following Rio Speedwagon radiator emblem was used for models exported to South America and is rare.
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| This is a Rio Speedwagon radiator emblem used in South America (1927-1929) dnc Size: 79mm wide 63mm high MM: Unknown |
The Reo script shown below is believed to have been used on Reo Speedwagon Junior 1/2-ton models from 1927. This Reo script is rare.
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| This is a Reo Speedwagon Junior script (1927-1928) lktec Size: 256mm wide |
The following red and white enamel Reo radiator emblem was used on the 3-ton Heavy Duty Speedwagon model introduced in September 1927. This Reo Heavy Duty radiator emblem is scarce.
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| This is a Reo Heavy Duty Speedwagon radiator emblem (1927-1928) mjs Size: 108mm wide 84mm high MM: D L Auld |
There is a blue and white enamel version of this Reo Speed Wagon Heavy Duty radiator emblem, see example below:
A black and white version of this Reo Heavy Duty Speed Wagon emblem has also been reported but I have not seen this version. If you have a photo of a black and white Reo Heavy Duty Speed Wagon radiator emblem, please send me a copy in order to update this post.
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| This is a Reo Heavy Duty Speedwagon radiator emblem (1927-1928) sam Size: 108mm wide 84mm high MM: Unknown |
A black and white version of this Reo Heavy Duty Speed Wagon emblem has also been reported but I have not seen this version. If you have a photo of a black and white Reo Heavy Duty Speed Wagon radiator emblem, please send me a copy in order to update this post.
A new range of Reo truck radiator emblems appeared in 1929, see blue and white enamel examples shown below. These Reo truck emblems are rare.
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| This is a Reo Speedwagon Tonner radiator emblem (1929) mjs Size: 107mm wide 77mm high MM: Unknown |
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| This is a Reo Speedwagon Standard radiator emblem (1929) mjs Size: 107mm wide 77mm high MM: Fox |
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| This is a Reo Speedwagon Master radiator emblem (1929) mjs Size: 107mm wide 77mm high MM: Fox |
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| This is a Reo Speedwagon Heavy Duty radiator emblem (1929) mjs Size: 107mm wide 77mm high MM: Unknown |
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| This is a Reo Bus radiator emblem (1929) mjs Size: 107mm wide 77mm high MM: Fox |
The following black and white enamel radiator emblem was used on all 1930 Reo commercial vehicles except for Junior models and light panel trucks. This Reo truck radiator emblem is scarce.
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| This is a Reo commercial vehicle radiator emblem (1930) mjs Size: 104mm wide 79mm high MM: Fox |
The following Reo emblem has been seen. It has a shape that is indicative of the Reo truck emblems shown above but is a mystery. If you are aware of the use of this Reo emblem, please let me know, in order to update this post.
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| This appears to be a Reo radiator emblem (dates unknown) sam Size: 62mm wide 51mm high MM: Unknown |
Some 1930 Reo Speedwagon Juniors and light panel trucks used obsolete Flying Cloud body panels and may well have used the 1927 Flying Cloud radiator emblem, see example below:
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| This is a Flying Cloud radiator emblem used on some Reo commercials (1930) mjs Size: 73mm wide 55mm high MM: Unknown |
The following Speedwagon script was displayed on the radiators of most 1930 Reo trucks:
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| This is a Reo Speedwagon radiator script (1930) mjs Size: 327mm wide |
Reo 1-1/2-ton Speedwagon truck models carried the following cast radiator emblem from May 1931. This Reo truck radiator emblem is scarce.
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| This is a Reo Standard truck radiator emblem (1931-1932) mjs Size: 200mm wide 53mm high MM: None |
Most other Reo trucks carried a revised radiator emblem design, see black and white enamel example shown below. This Reo truck radiator emblem is scarce.
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| This is a Reo truck radiator emblem (1931-1932) mjs Size: 104mm wide 70mm high MM: Fox |
The following blue, white and black enamel Reo radiator emblem was used for Reo buses in 1931. This Reo bus radiator emblem is scarce.
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| This is a Reo bus radiator emblem (1931-1932) mjs Size: 108mm wide 82mm high MM: None |
Reo Heavy Duty Speedwagon and bus models carried a new radiator emblem design in 1933, see black enamel example shown below. This Reo radiator emblem is scarce.
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| This is a Reo Heavy duty truck & bus radiator emblem (1933-1934) mjs Size: 104mm wide 71mm high MM: Unknown |
The following blue, white and black enamel Reo radiator emblem is a variation possibly from the same time period as the emblems shown above. This Reo radiator emblem is scarce.
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| This is a Reo bus or truck radiator emblem (c1930's) tcc Size: 109mm wide 76mm high MM: None |
The following cast alloy radiator emblem was used in 1933-1934 on lighter Reo truck models with a flat radiator:
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| This is a Reo light truck radiator emblem (1933-1934) mjs Size: 167mm wide 50mm high MM: None |
A pressed metal version of this Reo emblem was used on the 3/4-ton BN model Speedwagon, see example below. This Reo radiator emblem is scarce.
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| This is a Reo Model BN 3/4-ton Speedwagon radiator emblem (1933-1934) mjs Size: 155mm wide 44mm high |
The following pressed metal combined radiator emblem/hood ornament was used from 1933 until mid-1936 and appeared on all light Reo trucks except for models with a flat radiator.
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| This is a combined Reo emblem/hood ornament (1933-1936) mjs Size: 144mm wide 84mm high |
From 1933 also, Reo Speed Wagons carried the nameplate shown below on both sides of the hood. This Reo Speed Wagon nameplate is scarce.
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| This is a Reo Speed Wagon hood side nameplate (1933-1937) lktec Size: 300mm wide 40mm high |
The 1935 1/2-ton Reo Speedwagon Model S4P had a similar styling to earlier Flying Cloud passenger cars and displayed the combined radiator emblem/hood ornament shown below. The grille emblem indicates the engine type, as further described below the photo.
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| This is a Reo Model S4P Speedwagon (1935) jill reger |
From June 1936, new streamlined Reo truck models also carried the following emblems mounted on the left side of the radiator grille when facing the front. These radiator emblems indicate the type of engine and are scarce.
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| This is a Reo Silver Crown radiator grille emblem (1936-1937) mjs Size: 127mm high 52mm wide MM: Ross Ad Seal |
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| This is a Reo Gold Crown radiator grille emblem (1936-1937) mjs Size: 127mm high 52mm wide MM: Ross AD Seal |
The Reo Speed Delivery nameplate shown below was displayed on the sides of the hood on 3/4-ton delivery trucks. This Reo Speed Delivery nameplate is scarce.
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| This is a Reo Speed Delivery wagon hood side nameplate (1937) nam Size: 478mm wide 32mm high |
The Reo Heavy Duty truck range used a different radiator grille emblem and hood side nameplates as shown in the following examples. The Reo Heavy Duty Truck radiator grille emblem is rare and the hood side nameplate is scarce.
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| This is believed to be a Reo heavy duty truck grille emblem (1936-1939) mjs Size: 121mm high 64mm wide |
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| This is a Reo Heavy Duty Truck hood side nameplate (1936-1939) mjs Size: 320mm wide 67mm high |
The Reo Heavy Duty Truck grille emblem and hood side nameplate are shown on the 1937 advertisement below:
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| This is a Reo Heavy Duty Truck advertisement (1937) ms |
The following hood side nameplate is from a Reo Safety Bus. This Reo nameplate is scarce.
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| This is a Reo Safety Bus hood side nameplate (c1936-1939) mjs Size: 320mm wide 67mm high MM: None |
The Reo script shown below was displayed on the front panel of rear-engined Reo parlor and passenger transit coaches from 1937. This Reo script is scarce.
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| This is a Reo front panel bus script (1937-1940) lktec Size: 210mm wide 76mm high |
Reo factory illustrations and photos from 1939 show the new range of Reo trucks with "REO" hood side scripts using individual letters, see example below. I do not know, if these "REO" scripts were ever used on production trucks.
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| This is a Reo truck rendering showing a "REO" script with individual letters (1939) msua |
From 1940, the new range of Reo trucks carried a chrome plated circular emblem as part of the hood moulding with small "REO" scripts on both sides of the hood with the letters joined by a bar, see examples shown below:
The "REO" script with letters joined by a bar shown above was also used as the emblem at the top of the flat radiator of heavy 7-1/2-ton and 10-ton trucks built for the military in the Second World War, see example below:
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| This Reo truck ad shows the Reo radiator emblem and scripts (1940-1946) ms |
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| Reo Model 19B showing emblem and hood side script (1941) brc |
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| This shows the Reo radiator emblem (1940-1946) inspirationfeed |
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| This is a Reo truck radiator top emblem (1940-1946) mjs Size: 75mm diameter MM: PC |
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| This is a Reo hood side script (1940-1946) mjs Size: 147mm wide 40mm high |
The "REO" script with letters joined by a bar shown above was also used as the emblem at the top of the flat radiator of heavy 7-1/2-ton and 10-ton trucks built for the military in the Second World War, see example below:
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| This shows the REO script radiator emblem on a Reo military truck (1942) msua |
The following Reo emblem was displayed on the radiator of Reo Flying Cloud buses produced after the Second World War:
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| This is a Reo Flying Cloud Bus radiator emblem (c1946-1949) Tim Bentz Collection Size: Unknown MM: Unknown |
Model 30-31 extra heavy duty Reo trucks built in 1948 carried a Reo radiator emblem with wide wings, see example in the photo shown below:
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| This is an extra heavy duty Reo truck radiator emblem (1948) msua Size: Unknown MM: Unknown |
New styling was introduced in 1949 for Reo trucks and buses using the Gold Comet engine. "REO" letters were displayed vertically down the nose of the radiator and "Gold Comet" emblems were displayed on both sides of the hood, see examples below:
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| This is a Reo radiator emblem (1949-c1954) lktec |
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| This is a Reo Gold Comet hood side emblem (1949-c1954) mjs Size: 253mm wide MM: None |
The small "REO" script with the letters joined by a bar shown earlier and used since 1940 was also displayed further back on both sides of the hood.
The following Reo emblem was used on both sides of the hood on Gold Comet trucks from 1955 through 1956. The radiator displayed the "REO" letters horizontally either above or below the radiator grille.
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| This is a Reo Gold Comet truck hood side emblem (1955-1956) lktec Size: 165mm wide 153mm high MM: Unknown |
The following Reo emblem is a mystery. If you can identify this emblem, please let me know, in order to update this post.
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| This Reo emblem has not been identified (dates unknown) lktec Size: 130mm wide 70mm high MM: Unknown |
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