Mephisto 1950 Advertisement — The Queen of Rims

— Page 1 —
LA REINE DES
JANTES

La seule jante, légère, robuste et résistante qui garde ses rayons tendus à bloc.

BREVETE
S.G.D.G.
MEPHISTO
A BLOCS

LA JANTE DES RECORDS
EST EXIGÉE PAR TOUS LES
ASPIRANTS AUX RECORDS

Ets M. LAROCHE, 32-34, rue R. Poincaré à Nanterre. Tél. MAL 11-10

[A wide, shallow advertisement in a single-rule frame. At the left a drawing shows a cut section of a rim, its hollow tubular profile open at the cut end, with a spoke nipple driven through a reinforcing block set inside the rim bed and the spoke running down from it. The headline is set in bold slab-serif capitals with a black dot beneath and three lines of light sans serif. At the right an oval emblem carries “BREVETE S.G.D.G.” in an arched band of hatched ground, “MEPHISTO” in large serif capitals across the middle, and “A BLOCS” reversed out of a black lower segment; three lines of spaced bold sans-serif capitals sit beneath it. The firm’s name and address run across the foot. No signature or agency mark seen.]

[This advertisement shares page 41 of L’Officiel du cycle with advertisements for Larpenteur, Brasobloc, Soupl, the Mistral pump, Les Cycles Singer and Marcel Guillen, each held here as its own record, below the magazine’s form for the trade-union label.]