Bluemel’s 1952 Advertisement — Bluemel’s Pumps and the King-Dick Wrench

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LES SPÉCIALITÉS ANGLAISES
LES FAMEUSES POMPES

Bluemels’

La Clé et le Dérive-Chaîne

” KING-DICK ”

sont distribués en France par

Les Ets ROLLET et Cie, 64, r. de la Folie-Méricourt
PARIS – XIe

Exposition ; Salon de la Moto – Stard 71

[A wide advertisement set in type alone, with no illustration, enclosed in a single rule. The opening line is set in heavy letter-spaced slab-serif capitals, with a lighter letter-spaced line under it. The pump maker’s name follows in a large flowing copperplate script finished with a long underlining flourish, printed “Bluemels'” with the apostrophe after the s. A line of letter-spaced roman names the wrench and the chain tool, the hyphen set as the old double-stroke form. The English tool brand is then reversed out in heavy sans serif capitals from a solid black bar, with quotation marks reversed out at each end. One light line follows, and the French distributor’s name is set large in bold sans serif with the raised letters of the abbreviations small, its street address and district stacked at the right in two lines. The last line, in italic, gives the exhibition and the stand, where the word for stand is printed “Stard”. No second color, no agency mark and no artist’s signature appear.]

[This advertisement shares page 174 of L’Officiel du cycle with advertisements for CLB, Prym and Marvel, each held here as its own record, and others for P.C. plug caps, the Mochet voiturette and S.I.F. forks for cyclomoteurs.]