JOO 1953 Advertisement — Headlamps and the Dynamo for Cycles

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ECLAIRAGES JOO POUR CYCLES

[A black-and-white advertisement with no ruled frame, built as a solid dark block with the lettering reversed out and set above it. A single line of tall, narrow, outlined capitals reads “ECLAIRAGES” at the left and “POUR CYCLES” at the right, split by a shield-shaped emblem at the top center. The shield is dark with a pale outline and holds the name “JOO” in heavy rounded pale letters under a starburst with fine jagged lightning strokes and thin radiating lines. Below, three line drawings in pale outline on the dark ground show, from left to right, a large bullet-shaped headlamp with a glass lens and a bracket, a smaller rear lamp with a perforated round reflector and a bottle-type dynamo with a knurled cap, ribbed body and clamp. No address appears, and no artist signature is visible. No text from the reverse of the leaf shows through.]

[This advertisement shares page 134 of L’Officiel du cycle with advertisements for LAM and Huret, each held here as its own record, and others for Treasury bonds and Dell’Orto carburetors.]