Flex 1952 Advertisement — The Flex Telescopic Suspension Frame

— Page 1 —
UNE NOUVEAUTÉ…

— CADRE – SUSPENSION —
ÉLASTIQUE, TÉLESCOPIQUE
” FLEX ” (Breveté)
pour bicyclette et vélomoteur

Avec ce cadre, la position du cycliste reste constante tant en
hauteur qu’en appui, la suspension située au milieu du cadre
absorbant les chocs sur les roues AV. et AR. l’articulation
s’effectue sur l’axe du moyeu A. R.

CYCLES FLEX, 5, R. de la République, ESTISSAC (Aube)

[A ruled advertisement in black and white, a single rectangular panel with a rule under the opening line. “UNE NOUVEAUTÉ…” is set at the head in bold sans-serif capitals, with a rule beneath it; the two lines naming the frame follow in light spaced capitals, and the brand “FLEX” stands large in a slab-serif roman between raised inverted commas, with “(Breveté)” in small bold roman tucked at its lower right. A line of lighter type, “pour bicyclette et vélomoteur”, closes the heading. The lower half of the panel is filled by a halftone photograph, printed dark, of a complete gentleman’s bicycle seen from the drive side against a black ground: the frame has no conventional down tube but a long sprung telescopic member running from the head down to the rear hub area, with a short strut rising to the saddle, and both wheels carry full-length mudguards. Four lines of bold roman body text sit under the photograph, centered, describing the behavior of the frame. The firm’s name and address run as the last line across the foot in bold capitals and roman. No second color is used, no signature or agency mark appears, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 142 of L’Officiel du cycle with advertisements for Reiduor, Paturaud and Union, each held here as its own record.]