Postcard from Rimbachs Esso Service Center, 362 Massachusetts Avenue, recommending an oil change from them to have "a safe and sane 4th" of July. Rimbach's stood where today is a professional office building numbered 366 Massachusetts Ave. The American Legion Post is still next door. William Rimbach operated the business as a Colonial Beacon Oil Co. dealer, whose stations began selling Esso brand gasoline in 1931. Fred W. Rimbach took over the business by 1940. The Colonial name, like the Imperial name, vanished from the physical oval Esso signs at different points in time as these faded, rusted, or the station was simply seeking a fresher look. The Esso, Enco, and Humble gasoline brands (which each "put a tiger in your tank") were unified in a new brand conceived in 1972: Exxon. The Esso brand lives on outside the U.S. This advertising card is undated, so it takes a bit of detective work to estimate when it was originally designed. The telephone format "Arl. 0939" (for ARLington 0309, thus 3 letters, 4 numbers) was replaced in 1947 with "ARlington 5-0309" (thus 2 letters, 5 numbers). In the case of Arlington, the "L" occupied the number-5 position on the dial (in other places the number did not always correspond to the third letter of the exchange name), so some Arlington advertisers stuck with the old style until forced give it up when "ARlington 5-" became "Mission 3-" and "Mission 8-" (equivalent to 643 and 648) in 1955. If we were to assume that the card is before 1947, we can possibly bracket the earliest year of the date range to the branding "Esso Servicenter" (with "Servicenter" being Esso's portmanteau of "service center"), which first appears in print advertisements in the Boston area in 1942.