A.R.O. 1952 Advertisement — Hubs and Hub Brakes for Cycles and Cyclomoteurs

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LES MOYEUX

A·R·O

GROS & Cie
21, Rue de Champagne
St ÉTIENNE

MOYEUX – FREINS
POUR CYCLES & CYCLOMOTEURS

PUB. S.O.S.P.

[A long shallow strip advertisement printed as a solid black field with the lettering reversed out in white, the field broken by thin white rules that set the upper left line into a box of its own and close the strip along the foot. At the left the opening line is lettered in large sloped white serif capitals with the article small before it. At the center the trademark sits inside a wide white outlined oval laid over the black: the three letters are cut out of a solid black lozenge that fills the oval, so they read white inside black inside white, each letter divided from the next by a round point, and a short white tail runs off the oval at the right. Below the left line and inside the same black field two lines of letter-spaced white sans-serif capitals name the products, the second line wider than the first. At the right the firm’s name, street and town are set in three white lines, the name in bold capitals with a raised abbreviation, the street in a rounded lettering and the town in large bold capitals with a raised abbreviation for Saint. No drawing of a hub or a machine appears and no second color is used. The agency mark “PUB. S.O.S.P.” is set in very small black italic capitals on the paper just under the lower right corner of the field. The white rules are rubbed and the black field is scuffed along the lower edge.]

[This advertisement shares page 176 of L’Officiel du cycle with advertisements for Larpenteur, Indéca, Maphal, Gallia, Mulin and Héloisa, each held here as its own record, and others for l’Hirondelle oils and greases, S.O.S.P. trade forms and the Bottin du Cycle trade directory.]