Le Coq 1951 Advertisement — Le Coq, the perfect bicycle bell, a full-page drawing of the bell on its handlebar clamp with a rooster on the lever disc

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L’AVERTISSEUR PARFAIT

le coq

★ PRODUCTION DES ANCIENS ETS PAUL MAURY

[A full-page advertisement in black and white with no frame. A large field of fine parallel horizontal lines, drawn in ruled line engraving, fills the page and is cut away into irregular rounded shapes that leave bare paper. Across the middle the slogan L’AVERTISSEUR PARFAIT runs in widely spaced heavy sans-serif capitals with a soft shadow, and under its first word sits a small ornament of three nested circles with a solid black dot in the lowest one. At the center of the page a bicycle bell is shown in a halftone drawing with soft gray shading: a low oval dome with a ribbed rim seen from above and a fluted skirt, a thin lever arm ending in a round disc that bears a small rooster in relief, and a clamp ring below for the handlebar. At the lower right a black square tilted on its corner carries the name “le coq” in large white rounded lowercase letters set on the slant, so that the name reads upward to the right; the bell overlaps the top of the black square. A fine curved black line sweeps across the top center. The firm line sits below the ruled field in widely spaced bold capitals, preceded by a black star: PRODUCTION DES ANCIENS ETS PAUL MAURY, with a soft shadow on the letters. The artist’s signature “P. NASSIET” is handwritten in the upper right corner. Lines of text from the reverse of the leaf show through faintly across the ruled field.]