Throughout the 50's, Atlas Tires used a variety of multi-panel layouts for all its ads, whether they were for tires, batteries, anti-freeze or whatever other accessories the customer might need. Thanks to that design consistency, I'd say the company maintained a highly recognizable identity. Very laudable from a branding point of view.
Unfortunately, the format of many tiny panels (even with variations) tended to be a little dull.
A lot of well known illustrators worked on the Atlas account, including Stan Ekman...
Robert Moore (probably more than any other artist)...
And even James Williamson, who's less realistic style and large image page design actually makes for the most interesting visual -- while still maintaining the overall Atlas brand look.
By 1960, the Atlas brand seems to have become associated with Esso in some manner. And the look of the 1950's Atlas ads is gone.
What's kind of interesting (and a little weird) about this later period Atlas ad is that the art was done by Ed Valigursky - who's career more often had him visualizing the fantastical future, not the ordinary everyday.
And speaking of Ed Valigursky, TI list member Ken Steacy has an Ed Valigursky book in the works. Drop by his site to sneak a peek and you'll see what I mean about Valigursky's more typical work.
* All of today's images have been added to my Auto Ads Flickr set. You'll want to look at the largest size versions to get a better view of the many tiny panels shown here.