Jacquemard 1954 Advertisement — Drum-Brake Hubs for Cycle and Motorcycle, the Idéal Brand

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MOYEUX-FREIN A TAMBOUR
POUR CYCLE ET MOTOCYCLE

FREIN A TAMBOUR
TOUTES CATÉGORIES

MARQUE DÉPOSÉE
“IDÉAL”

Établissements CL. JACQUEMARD
Rue de la Michalière — SAINT-ÉTIENNE
—— Téléphone : E3 70-13 — E3 76-65 ——

Maison fondée en 1906 — 2 Usines — 12.000 m2 couverts
LA PLUS IMPORTANTE PRODUCTION DU MONDE

HALL du CYCLE : Stand 107.

[A ruled advertisement in black and white inside a thin single-line frame, one halftone photograph with type around it. The two-line headline “MOYEUX-FREIN A TAMBOUR POUR CYCLE ET MOTOCYCLE” runs across the top in heavy italic sans serif capitals, the second line set toward the right. At the left of center a smaller two-line caption in spaced sans serif capitals reads “FREIN A TAMBOUR TOUTES CATÉGORIES”. The central picture is a halftone photograph of a large drum-brake hub lying on its side and seen from an angle: a wide ribbed drum with rows of small round holes, a toothed sprocket ring at one end, a lever arm with a lug and a short T-shaped handle at the other, and the brake plate in shadow at the base. At the right, “MARQUE DÉPOSÉE” in spaced capitals stands above the brand name “IDÉAL” in quotation marks, in a heavy condensed display face with a swelling baseline. The maker’s name and address and the telephone line below it are centered in bold and light sans serif, with thin dashes at the ends of the telephone line. Two heavy lines at the foot carry the claims about the firm’s founding and size. A printed line “HALL du CYCLE : Stand 107.” sits below the frame. No artist’s signature is visible.]

[This advertisement shares page 150 of L’Officiel du cycle with an advertisement for Spirax, held here as its own record, and one for Geno helmets.]