JOS 1954 Advertisement — Jos lighting for cycles: headlamps, a bottle dynamo and a small lamp drawn under a starburst shield

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ECLAIRAGES
POUR CYCLES

JOS

Ets “JOS” NANTUA-AIN

[A ruled advertisement in black and gray halftone, framed by a heavy black double border that opens at the top and the bottom to make room for the lettering. At the top, in a notch of the frame, “ECLAIRAGES POUR CYCLES” is set in two lines of capitals. Below it a black shield with a cream outline carries the firm’s mark: the word “JOS” in heavy rounded cream letters under a starburst of rays and small lightning bolts that radiate from a point above the name. A large lower panel shows four pieces of cycle lighting, each drawn in halftone shading with bright highlights against a gray screened ground: a streamlined headlamp with a round glass at the top, a second shell-shaped lamp with a perforated round lens at the left, a bottle-shaped dynamo with a knurled cap and a clamp at the center, and a small perforated lamp with a clamp at the right. A small signature reading J. A. GARD, or possibly J. Magard, followed by a dash and a small mark, sits at the lower right of the screened ground. The firm’s name and town are set in outline-style capitals in the gap of the frame at the foot, with the letters “ts” of the abbreviation raised and the O of the name drawn as a plain circle.]

[This advertisement shares page 82 of L’Officiel du cycle with an advertisement for Neiman, held here as its own record, and one for R. A. Goncet.]