JOS 1952 Advertisement — Cycle Lighting: Headlamp, Dynamo and Rear Lamps

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ECLAIRAGES
POUR CYCLES

JOS

Ets “JOS” NANTUA · AIN

Salon du Cycle — Stand 349

[An upright ruled advertisement in black on the cream stock, built as a stepped frame of heavy black rules around a large screened gray ground. At the head, “ECLAIRAGES / POUR CYCLES” is reversed out in open sans-serif capitals over a black bar and a narrow checkered band. Below it the firm’s mark fills a tall shield with rounded foot, solid black with a white border: a burst of white rays and jagged lightning flashes springs from a point at the center, and the three letters of “JOS” are reversed out beneath it in heavy rounded sans-serif, the S drawn as a closed circular coil with a dot at its heart so that it echoes the two round letters beside it. Under the shield, four pieces of lighting equipment are drawn in halftone from photographs on the gray ground: a large teardrop headlamp seen in three-quarter view from the left, its glass and fluted reflector showing at the open end and a shaped shoe under it; at the lower left a compact lamp or rear light with a curved bracket and a round ribbed end cap with a perforated face; at the center a bottle dynamo standing upright, its knurled cap at the top and a small clamp foot and roller at its side; at the right a second round ribbed unit seen head on, its perforated face toward the viewer and a flat mounting bracket beside it. At the foot the firm line “Ets “JOS” NANTUA · AIN” is set in bold sans-serif capitals with “ts” raised and underscored after the E and the brand name in inverted commas, and below the frame the Salon line and stand number are set in small letter-spaced bold. No second color is used. No signature or agency mark appears, and nothing shows through from the reverse of the leaf.]

[This advertisement shares page 94 of L’Officiel du cycle with an advertisement for Idéale, held here as its own record, and one for Amero fuel taps.]