It is Larco gasoline, a brand of Veltex gas (originally Fletcher Oil Co.). If your family has any of those globes left, they are worth a decent amount (about $2k to $3k). The pump on the left is a Bowser 557. The pump in the middle looks like a Wayne 40, but I'm not 100% sure.
Hope this helps,
Here are two pictures of those globes from recent auctions... (I hate to tell you, but one auction was just 2 1/2 weeks ago)