UPDATE: Maury pointed out that a porcelain sign of this badge sold in 2017 (see bottom).
In the April of 1946 issue of the Saturday Evening Post (same month in Colliers, too), Willys-Overland introduced a new advertising badge for the Willys engine.
![1946-powered-by-the-world-famous-willys-jeep-engine-badge](http://www.ewillys.com/wp-content/uploads2/2019/05/1946-powered-by-the-world-famous-willys-jeep-engine-badge.jpg)
As you can see in the introduction ad (A New Chapter), it was matched with the announcement of the Willys-Overland Jeep Station Wagon, though the ad hides the wagon in anticipation of its summer of 1946 launch.
![1946-04-13-sat-evening-post-soon-we-will-write-a-great-new-chapter-pg61-lores](http://www.ewillys.com/wp-content/uploads2/2019/05/1946-04-13-sat-evening-post-soon-we-will-write-a-great-new-chapter-pg61-lores.jpg)
The badge made a second appearance within the release-announcement of the station wagon in the August 18, 1946, issue of the Saturday Evening Post.
![1946-08-17-sat-evening-post-new-station-wagon-ad-pgs-67-66](http://www.ewillys.com/wp-content/uploads2/2019/05/1946-08-17-sat-evening-post-new-station-wagon-ad-pgs-67-66-650x429.jpg)
The next month, in September of 1946, the badge appears for a third time, again associated with the wagon.
![1946-09-21-sat-evening-post-new-station-wagon-49](http://www.ewillys.com/wp-content/uploads2/2019/05/1946-09-21-sat-evening-post-new-station-wagon-49-781x1024.jpg)
As quickly as the badge appeared, it disappeared with the same speed. For the October 1946 ad, which included a wagon in it, the Saturday Evening Post seemingly replaced the engine badge with a smaller badge, one with a “W” over the “O”. It’s the earliest jeep ad I can find with that badge (if anyone knows of another, earlier ad, please let me know).
![1946-10-19-sat-evening-post-jeep-station-wagon-pg48](http://www.ewillys.com/wp-content/uploads2/2019/05/1946-10-19-sat-evening-post-jeep-station-wagon-pg48-743x1024.jpg)
At some point, there was a porcelain version of the sign. One sold on eBay in 2017:
![jeep-engine-sign](http://www.ewillys.com/wp-content/uploads2/2017/10/jeep-engine-sign-650x488.jpg)