Helyett 1950 Advertisement — Olympic Champion, 1948 and 1952: the Great Make for the Young

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CHAMPIONNE OLYMPIQUE

1948
1952

Helyett

La grande marque des jeunes !

USINES. SULLY-sur-LOIRE – LOIRET. FRANCE

[Design: a drawing in black and stippled halftone. A pennant on a long staff flies at the top, carrying the Helyett trademark plate (the script name “Helyett” above an oval portrait of a young woman in a bonnet and bow, with “CYCLES-MOTOS” on a band below). Under the pennant, against a ragged black brush-stroke ground that narrows to a point, three bicycles are drawn in white outline and dots: two men’s bicycles behind and a ladies’ bicycle with a chain guard in front, their wheels overlapping like the Olympic rings. “CHAMPIONNE OLYMPIQUE” runs across the top of the black ground and the dates “1948” and “1952” in tall white figures stand in it below; the flagstaff passes through the lettering. The Helyett name is set very large in its decorative script with a double outline, the slogan in a hand-drawn script below and the address in small bold capitals. Signed “GRAVEX” vertically at the upper left. No border.]

[This advertisement shares page 24 of L’Officiel du cycle with advertisements for Gnutti, Lambert et Cagnon and Roll’s, each held here as its own record.]