Le Coq 1952 Advertisement — The Le Coq Bell, the Perfect Warning

— Page 1 —
L’AVERTISSEUR PARFAIT

P. MAURY

le coq

★ PRODUCTION DES ANCIENS Ets PAUL MAURY

P. NASSIET

[A full-page advertisement without a frame, printed in black on the cream paper. The whole ground is a flat tint of close horizontal rule lines, and out of it the head and breast of a cockerel are reserved in plain paper, the comb, the wattle and the beak at the upper left, the sickle tail curving over the top right corner in one thin black line, and the bird’s eye drawn as two concentric circles with a solid black pupil. The slogan runs across the upper third in widely letter-spaced bold sans-serif capitals that cross from the tint onto the white of the bird. At the center a bicycle bell is reproduced large in halftone from a photograph, seen from above and in three-quarter view: a ribbed chromium-plated dome with a slotted striking plate on top carrying a curved engraved name, its clamp gripping a stub of handlebar, and a flat round thumb lever at the right whose disc is stamped with a cockerel’s head in relief. Below it a solid black panel, tilted up to the right and torn away at its top edge where the photograph overlaps it, carries the brand name in heavy lower-case sans serif reversed out in white. A single line of letter-spaced capitals closes the page at the foot, opened by a small solid black star, with the firm’s name set well to the right of it, and the page number stands centered below. The signature “P. NASSIET” is lettered in black at the top right, just above the corner of the ruled tint.]