Much has been written on Aurora pens but very little has been
recorded on the subject of Aurora's sub-brands, which actually represent a major
facet of the famous Turin-based pen company's product lines.
In the late 20s, Aurora implemented a program of product diversification meant
to enlarge its share of the market and enhance its sales volume. Two new lines
of writing instruments were created to flank Aurora's standard product range;
they were named OLO and ASCO. With these two sub-brands, Aurora directed its
sights toward two different segments of the market: Asco pens were meant to
be used mostly as promotional products, to be sold to companies wishing to use
a writing instrument as a means of advertizing (which was extremely fashionable
at the time); Olo pens, in contrast, were designed to appeal to buyers who wanted
a reliable and long-lasting writing instrument at very competitive prices.
Aurora developed a very innovative marketing strategy for the Olo line. As opposed
to normal channels of distribution such as Stationers, these pens were distributed
through through outlets of various types, such as newsstands and mail catalogues.
Most importantly, these pens would soon be found practically everywhere.
The "Olo" line was
first introduced in 1929. Early models were simple safeties
in black hard rubber in two sizes; they recalled in shap, size and design Aurora's
standard safety models models "R.A. 3" (large) and "R.A. 0" (small). These pens
have the "Olo" imprint on the barrel and carry "Olo" 14ct gold nibs.
Left: Olo Safety
Right: Aurora Safety "R.A.3"
The idea was enormously successful and in a very short while
the "Olo" range was enlarged. New button fillers in celluloid were introduced
which were reminiscent of the "Duofold" style, had a ball-ended clip and a wide
cap band. There were only two sizes available (medium and large) and the range
of colours comprised solid black along with limited number of other solid and
marbled colours.The "Olo" imprint is present both on the barrel and on the black
hard rubber section of these pens, which are today quite rare.
Earlier than 1935, the entire Olo range was totally revamped. The pens were
completely redesigned to make them more fashionable. Cap trims were restyled(two
narrow cap bands replaced the wide band of the earlier models), the traditional
ball-ended clip was discontinued and substituted with a typical Aurora clip
with a diamond-shaped end (this clip was the same as the one used on some of
the most famous Aurora models of the 30s, e.g. Etiopia, Asterope, Superna).
"Olo Lusso" in marbled
celluloid showing the medium and the large size
The new line was named "OLO LUSSO". Pens were available in two
sizes (large and medium) and had the "Olo" imprint either on the section or
on the barrel.The range of colours was made up of 5 marbled variations (red,
brown, gray, blue, green) as well as solid black. Cap trims were be either chrome
or gold filled, depending on the year of production. Nibs on these pens are
14 ct gold with the "Olo" logo; wartime nibs, which also exist, were in steel.
In the late 30s the range of celluloids used for the "Olo Lusso" series was
enlarged and these pens were produced in exactly the same colours as the 1936
Aurora Novum models (colours: gray, green, brown, blue and black). Cap trims
remained unaltered.
see the comparison between an "Olo Lusso" (top) and
an Aurora Novum in green celluloid (bottom)
During this same period, new Olo pens were introduced as part and parcel of
Aurora's general catalogues. These were offered as a line of pens of good quality
and high reliability at lower prices than the more sophisticated Aurora series
of the time. The pens were called "OLO GAMMA" and "OLO F.".
"Olo Gamma" pens had the same clip as the Lusso series but the aesthetics of
the pens were enriched by a metal trim placed on the cap top and on the blind
cap (either gold filled or chrome). They were available in two sizes and six
different colours.
In contrast "Olo F." pens were faceted and had a single cap band. They, too,
were produced in two sizes and six different colours.
Both lines were button fillers and caried Olo 14 ct or steel nibs.
The introduction of these series marked a change in Aurora's marketing strategy,
as they were meant to be sold by Stationers, too. Special display boxes were
provided to show the range of colours and pencils existed to match the new Olo
series as well.
The last evolution of the "Olo" line dates back to the early 40s, when the style
of the clip was changed again, hand in hand with the restyling of the latest
Novum series. The "Olo" line was finally discontinued in the mid 40s.
"Olo" pens with 18 K.R. overlay also exist as both safeties and button fillers.
Safeties (called "Tipo 3": large with clip and "Tipo 0": small with cap ring)
show patterns and decorations which clearly recall Aurora's choices for its
standard safety models with overlay, while button fillers (called "Tipo 10")
often show unusual patterns which seems to have been used solely on these pens
. The "Olo" imprint was generally placed on the lower section of the barrel.
Two "Olo Lusso" showing details of
nibs and imprints on the sections
Although meant to be a series of low-cost pens, Olo models
are very often extremely beautiful and desirable. Celluloids are of high quality
along with cap trims, especially on the products of the 30s. Rarely, even to
this day, do they show any sign of "weakness". It is evident that Aurora achieved
their goal of reduced production costs (and consequently of retail prices) more
through the standardization of the filling mechanism ("Olo" pens, apart from
safeties, are all button fillers) and the sizes (only two sizes for each model)
than through the choice of cheap celluloid and low-quality trims.
