Mimetic or programmatic architecture became a nationwide craze by the 1930s, when automobiles became affordable to the middle classes. Some 27 million American automobiles were registered in 1929, the same year that Joe H. Glenn Jr. and Bert L. Bennett of Quality Oil became the first Winston-Salem area affiliates for the Shell Oil Company. Seeking to create eye-catching and self-advertising service stations, they based their mimetic design on the scallop-shell logo of the company. The two men received a patent for their design on November 25, 1930.