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Notes on the Technico brand

J. S. Staedtler’s “Technico” brand of pushbutton spring clutch leadholders were Introduced in 1950.

Just an aside here about branding—I think the Staedtler leadholders illustrate a pitfall you kids out there watching are going to want to be aware of if you plan to pursue a life in the purgatory that is the branding and advertising industrial complex.

Check it out: J. S. Staedtler is a pencil manufacturer. They naturally want their brand on the products they make and sell. Also, each product has a name, of course, and a number—a model number. So in 1900 when Staedtler introduced a new line of pencils called “Mars”, with a distictive blue finish, for the relatively new professional pencil market. This line included a leadholder, the J. S. Staedtler Mars 1002. Great. Fine. Then in about 1932 they introduce a new lead formulation for drafting that produces nice, dark lines which are good for reproducing with blueprint machines. This is a big development so they create a special brand for this, Lumograph, and sensibly add it to the distinctive blue Mars professional line. So now we have the J. S. Staedtler Mars Lumograph 1018.

You can see where this is going, eh? Unless you hang out around office supplies shops all day or work in the marketing department of J. S. Staedtler, (or write crap about pencils on a website), the hierarchy and significance of all these brands is becoming confusing. But not confusing enough apparently, because in 1950 Staedtler introduces their new pushbutton spring clutch line of leadholders which at the time are a big new direction for drafting leadholders. They need a good name to distinguish this new type of holder from the old type. The call them Technico. And they add it to the distinctive blue Mars professional line. So they give us the pencil immediately below, the J. S. Staedtler Mars Lumograph Technico 1001 and the imprint takes up the entire length of the goddam barrel and nobody cares.

Everyone except those in the marketing department of J. S. Staedtler still just calls the blue stuff Mars.

Staedtler Mars-Lumograph <Technico> 1001-EXB, reverse
Staedtler Mars-Lumograph <Technico> 1001-EXB, obverse

Mars-Lumograph Technico 1001

(gold imprint and metal plating, no grip)

J. S. Staedtler, Nürnberg, Germany

lead diameter
mechanism
composition
variations
production date
origin
EXB 2.6 mm, harder lead variants 2 mm
pushbutton spring clutch
wooden barrel, metal fittings
18 degree imprints: EXB, 6B through 9H
c. 1950 to 1958
Germany
   
special features lead pointer in removable pushbutton
see also Advertising Insert from Staedtler Mars-Lumograph Lead
Dealer ad calendar for Staedtler Mars c1950s
Keuffel & Esser Co. catalog, 1954, p 263
Charles Bruning General Catalog, 1957, p 203
Mossner Drafting Supplies Catalog, 1959, p 57
Dietzgen Drafting Equipment and Supplies Catalog 22D, 1960, p 141

Notes on the Technico brand
Staedtler Mars-Lumograph <Technico> 1001-EXB, reverse
EXB reverse.
Staedtler Mars-Lumograph <Technico> 1001-2H (with grip), obverse
courtesy Allan Macdonald collection

Mars-Lumograph Technico 1001

(silver imprint and metal plating, knurled grip)

J. S. Staedtler, Nürnberg, Germany

lead diameter
mechanism
composition
variations
production date
origin
2 mm
pushbutton spring clutch
wooden barrel, metal fittings
18 degree imprints: EXB, 6B through 9H
late 1958 to 1960
Germany
   
special features lead pointer in removable pushbutton
see also Staedtler Mars-Lumograph 1020 series leadholders
Defiance Sales Corp. catalog, 1955, p 249
"Your Brain's Best Friends,"1958 magazine ad

Notes on the Technico brand
I believe this 1001 variant with a knurled grip was short-lived. Staedtler reworked their line of leadholders creating the 1020 series, which, I suspect, replaced the wooden 1000 series. The 1020 Series used the same grip and nose as this pencil.

Mars-Lumograph 1002

(gold imprint and metal plating)

J. S. Staedtler, Nürnberg, Germany

lead diameter
mechanism
composition
variations
production date
origin
2 mm
pushbutton spring clutch
wooden barrel, metal fittings
none
c. 1950 to 1958
Germany
   
special features lead pointer in removable pushbutton
see also Advertising Insert from Staedtler Mars Lead
J. S. Staedtler "Mars" 1002 twist lock leadholder
The 1002 model number was used by Staedtler many years earlier for the “Mars” 1002 twist lock leadholder.
courtesy Allan Macdonald collection

Mars-Lumograph 1002

(silver imprint and metal plating)

J. S. Staedtler, Nürnberg, Germany

lead diameter
mechanism
composition
variations
production date
origin
2 mm
pushbutton spring clutch
wooden barrel, metal fittings
none
1958 to 1960
Germany
 
special features lead pointer in removable pushbutton
see also "Your Brain's Best Friends,"1958 magazine ad
Mossner Drafting Supplies Catalog, 1959, p 57
J. S. Staedtler "Mars" 1002 twist lock leadholder
the imprint reads: “1013/Germany * J. S. Staedtler MARS-LUMOGRAPH ‹Technico›”

Mars-Lumograph 1013

J. S. Staedtler, Nürnberg, Germany

lead diameter
mechanism
composition
variations
production date
origin
2 mm
pushbutton spring clutch
plastic barrel, metal fittings
none known
1958 to 1960
Germany
   
special features lead pointer in removable pushbutton
rotating lead degree indicator
see also Notes on the Technico brand
This model was, I believe, Staedtler’s first leadholder with a degree indicator. As their products evolved (or devolved some might say) it was replaced by the 48013 which was replaced by the 783 which was replaced by nothing.