Fiducia 1950 Advertisement — Pumps of Every Model

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FIDUCIA
ORIGINE

POMPES TOUS MODÈLES
Acier, Laiton, Alliage léger

R. RIVATON & Cie
LA RICAMARIE (Loire)

[Design: a wide, shallow advertisement in a double-ruled frame. At the upper left is the Fiducia mark: “FIDUCIA” in tall condensed serif capitals across a shaded octagonal plaque, with “ORIGINE” in a small panel at its foot. A long drawing of a frame pump runs diagonally across the whole width, rising from lower left to upper right: the barrel is fluted, its handle end is lettered “FIDUCIA” in relief, and a label at mid-length reads “MONOBLOC” with a large “M” and two lines of tiny lettering beneath, apparently “MARQUE DÉPOSÉE” and “MADE IN FRANCE” [?]. The lower end of the barrel is cut away in section to show the one-piece wall, with a curved arrow pointing to the cut. The product lines are in a light sans-serif at the top center and the firm and town in heavy sans-serif capitals at the lower right. No signature or agency mark found.]

[This advertisement shares page 36 of L’Officiel du cycle with advertisements for Argaud, La Pitchoune II, C.L.E.M., Birdo, La Perle and Strong, each held here as its own record, and others for Merat seats for vélomoteurs and motorcycles and J. Bonnefoy cream separators.]