Atlas Supply Co. was formed in 1930 by the Standard Oil Companies (of New Jersey, Indiana, Ohio, and California) in the wake of the US Government Anti-Trust actions to give the companies a national private-label brand with a uniform warranty honored across the country. They offered a ginormous range of branded parts other than batteries, battery cables and - apparently, pliers, including tires, belts, hoses, lamps, wiper blades, full line of tune-up parts, filters, shocks, etc - i.e., everything you might expect from a service station intent on monopolizing more than just the ESSO fuel. Frankly, it was all very high quality.
They trademarked the name "ATLAS" (with the fancy cross-pieces in the A's) in 1932, claimed first use in 1931, and slapped it on all those parts.
