Pivo May 1954 Advertisement — Pivo handlebars and rims for bicycles in French, English and Spanish, with a drop handlebar and a rim photographed

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JANTES et GUIDONS
pour CYCLES

MADE IN FRANCE
PIVO

SECURITE, LÉGÈRETÉ, ÉLÉGANCE

Bicycles RIMS AND HANDLEBARS
SAFE — LIGHT — ELEGANT

LLANTAS Y GUIAS de Ciclos
Seguridad — Ligereza — Elegancia

ÉTABLISSEMENTS ALLES
21, rue des Fédérés – Montreuil-sur-Seine
FRANCE

[A ruled advertisement printed in black and green on cream stock, set within a thin black rule. At the head, JANTES et GUIDONS is set in bold green roman capitals, with pour CYCLES in black beneath it between two pairs of fine horizontal rules. Below sits the maker’s badge, drawn in line and stipple: a green disc lettered MADE IN FRANCE and PIVO, flanked by two spread wings of overlapping leaves and fitted with a small ringed bolt at top and bottom. A green line of capitals follows. The center is a tall black halftone photograph showing a drop handlebar with a short stem and clamp at the upper right and a perforated wheel rim curving through the lower half, both lit to a silver sheen against the dark ground. Under the photograph the slogan is repeated in English and in Spanish in black roman and italic type, each pair separated by a small black triangle. At the foot the firm’s name stands in large green capitals with its street address and country in black beneath. No artist signature is visible and no text from the reverse of the leaf shows through.]

[This advertisement shares page 54 of L’Officiel du cycle with an advertisement for Hutchinson, held here as its own record.]