LAM 1955 Advertisement — Light-Alloy Brakes, Levers and Parts

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PUBLICYCLE

LAM

50 ans d’expérience
Renommée mondiale !

SUPER-DURAL
LAM [illisible]

• Freins “LAM” super-dural
en alliage léger.
• Freins “SPORT-BABY” et
“TAMBOURIN” pour
vélos d’enfants.
• Freins cantilever “MERCURE”
pour le cyclotourisme.
• Poignées de freins.
• Repose-mains.
• Patins de freins
• Guidonnets

LAM
BREVET VITTORIA n° 837625

LAM DÉPOSÉ

LAM

ÉTABLts
H. LAMARQUE. 27, RUE DES PRAIRIES, PARIS (XXe) TÉL. MÉN. 52-76

P. Abrioux

[A full-page advertisement in black on cream, framed by a rule that thickens at the foot, printed with a soft, grainy black. “LAM” stands across the head in very large slab-serif capitals with a gray shadow, an archer’s bow with ornamental scrolled tips drawn behind the letters and an arrow shot diagonally through the “A.” “50 ans d’expérience Renommée mondiale !” is lettered below in bold brush script. A great curving black stroke, like a giant figure six, sweeps down the left side and round the foot of the page, and a thinner curved arrow at the right points into a ruled box in which the product list is set in italic sans-serif, each line led by a round bullet and the model names in bold between quotation marks. Line drawings of the goods surround the box: at the upper left a sidepull caliper brake lettered “SUPER-DURAL” and “LAM” on its arms, with a further line of tiny lettering too small to read; below it a brake lever with a “LAM” plate on its hood and “BREVET VITTORIA n° 837625” along its blade; at the lower left a brake block marked “LAM” with a small star and “DÉPOSÉ”; and at the lower right a cantilever brake mounted on a fork blade beside a wheel rim, its cable yoke above and a block marked “LAM” with a small star. The firm and its Paris address close the panel in bold condensed sans-serif capitals, the telephone in italic. The agency mark “PUBLICYCLE,” hand-lettered and underlined, sits in the upper left corner, and the signature “P. Abrioux” is reversed in small italic out of the heavy foot rule at the lower right.]

[This advertisement shares page 68 of L’Officiel du cycle with advertisements for Moyne, JB and Radios, each held here as its own record.]