This sign was for the Plattner Implement Company, in business from 1896 to 1918. Plattner was a dealer for Studebaker, the largest producer of horse-drawn vehicles. Studebaker would not enter the car business until 1902, using steam power--gasoline came later. Thus, the sign is likely from @1900.

The sign is several stories up facing a narrow dark alley. This view is from the street.