Gapiand 1954 Advertisement — Cycle Spokes, Brake Cable Housings and Cycle Stands

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TRÉFILERIES DU SUD-EST

RAYONS
DE
CYCLES
GAINES DE FREINS
SUPPORTS-CYCLES

Rayons de
Haute Qualité
SUPER INOX
“HERCULE”

Marque H déposée

Rayons
pour
Réparations
T·S·E INOX

Les Fils de
J. GAPIAND

SOCIÉTÉ À RESPONSABILITÉ LIMITÉE CAP. 100.000.000 FR.
SAINT-JUST-SUR-LOIRE (Loire) Tél : 14

[A ruled-free advertisement in black and white, set as a tall panel with no outer border. “TRÉFILERIES DU SUD-EST” runs across the head in heavy condensed capitals, with a small ringed dot beneath it. Down each side stands a long thin drawn spoke, bent at the top into a hook and ending below in a threaded head and nipple, drawn in line engraving. The center carries very large heavy black capitals reading “RAYONS” over a tiny “DE” over “CYCLES”, with “GAINES DE FREINS” and “SUPPORTS-CYCLES” below them in smaller heavy capitals. Under these two short columns of text in a rounded hand-lettered face flank a small upright framed picture: a stippled arched panel holding a line engraving of a muscular nude bearded man leaning on a club draped with a lion skin, standing on a plinth, with the caption “Marque H déposée” in a thin ruled box beneath it. A black dot sits under each text column. The foot is a solid dark band with a peaked top and rounded lower corners, in which “Les Fils de” and “J. GAPIAND” stand in large reversed-out capitals, followed by the company line in small reversed-out capitals and the town and telephone line in larger reversed-out bold capitals. No artist signature or agency mark is visible, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 208 of L’Officiel du cycle with advertisements for AFCO and LAM, each held here as its own record, and one for the export house of J. Burin des Roziers.]