Cyclo 1952 Advertisement — The Cyclo-Route set: Route derailleur, Rosa freewheel and chainwheel, drawn on a chain set

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Exigez
les Spécialités
CYCLO

ROUE
DENTÉE

DÉRAILLEUR
“ROUTE”

ROUE LIBRE
“ROSA”

Ensemble
Cyclo . Route.

Ets CYCLO
Saint Priest en Jarez
LOIRE

E. THOMAS – Lyon

[A black-ground advertisement in reversed type and line drawing, with the printed area closed by a thin outer border. At the upper left a white slanting panel carries the slogan “Exigez les Spécialités” in a flowing script lettered in black, with a curl under the first line. Across the top the word “CYCLO” is built from enormous white block capitals drawn in perspective as solid three-dimensional letters, each with a stippled top face and a shaded side. Under the letters a drawing in white line on the black ground shows a bicycle’s drive side as a chain set only: a large toothed chainwheel with spoked arms and a crank at the right, a loop of chain running from it to a freewheel cluster and rear hub at the left, and a derailleur with two small jockey wheels hanging at the foot of the chainstay, with two tubes of the frame running between. Three white arrows with reversed-out labels point to the parts: “ROUE DENTÉE” to the chainwheel, “DÉRAILLEUR “ROUTE”” to the derailleur and “ROUE LIBRE “ROSA”” to the freewheel. Lower down, “Ensemble” in plain white letters stands beside a round-cornered white monogram holding a small drawing of a rider on a bicycle over the word “LE” and a large “C”, followed by “yclo . Route.” in a rounded display face. A white rule closes the picture and below it, in the black band, “Ets CYCLO” in heavy white capitals with the abbreviation raised and the town and “LOIRE” in a lighter white script-like face. The artist’s signature “E. THOMAS – Lyon” is lettered small and vertically in white along the right edge, above the “Cyclo . Route.” line.]

[This advertisement shares page 72 of L’Officiel du cycle with advertisements for E. Perrin, Barral and Sedis, each held here as its own record.]