Le Bison 1952 Advertisement — Saddlebags and Equipment for Cyclo-Tourists

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ÉQUIPEMENT ÉLÉGANT RÉSISTANT
LE BISON
MARQUE DÉPOSÉE

la plus grande collection de modèles
TOILES ET CUIRS

Sacoches Cycles, Motos, Scooter
Equipements pour Cyclo-Touristes
Tabliers, Cuissards, Manchons, Sacs à outils, etc.

Production des Etablissements
Marcel DOIZY
Rue d’Anjou, SAINT-MACAIRE-EN-MAUGES (M.-&-L.) – Tél. 51

[A tall ruled advertisement in black and white, inside a plain rule that carries a heavy drop shadow down its right side and along its foot. The upper half is given to the marque’s trademark, a line engraving of a solid black disc with a scalloped outer edge: inside it a bison’s head in profile, facing right, is drawn in fine hatched line and reserved in white against the black ground, with the horn curling forward over the brow. Around the top of the disc, in white capitals following the curve, runs “ÉQUIPEMENT ÉLÉGANT RÉSISTANT”, and across the lower part, in large white capitals on the curve, “LE BISON”, with the tiny words “MARQUE DÉPOSÉE” in white under the disc’s foot. The text below is centered: one line of sloping script-like italic, then “TOILES ET CUIRS” in bold sans-serif capitals, then three lines of letter-spaced light sans-serif listing the goods, the last of them set tighter than the two above it. A small ring ornament separates that list from the foot. The maker’s name closes the panel, “Production des Etablissements” in light sans-serif over “Marcel DOIZY” in very large bold sans-serif, with the street, town, department and telephone number in one condensed bold line beneath. No signature or agency mark appears, and no type from the reverse of the leaf shows through.]

[This advertisement shares page 120 of L’Officiel du cycle with advertisements for Jonghi vélomoteurs and motorcycles, G.I.M.A. vélomoteurs and motorcycles and E.H. accessories for the Mobylette.]