Rex 1952 Advertisement — Rex Stirrup Brakes and Spare Parts

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FREINS ” REX ”

FREINS A TASSEAUX
PIÈCES DÉTACHÉES

51, rue Gondolière — LYON

[A wide shallow advertisement in black on cream, the type in a ruled box at the right and a trade mark standing free at the left. The mark is a bold oval device cut as a line engraving: a broad black oval ring whose edge is worked with close radiating white strokes like a woven wreath, enclosing interlocked white capitals that overlap one another, among which an E, an M and an A are plain and a C and an F lock together at the right, the whole too tangled to resolve into a reading and so illisible. The box at the right holds the heading in heavy slab-serif capitals with the brand name between quotation marks, two lines of light letter-spaced sans serif capitals naming the goods, a small centered rule with a round bullet at its middle, and the street address and town in letter-spaced roman. The leaf carries show-through from the reverse behind the box. No second color, no agency mark and no artist’s signature appear.]

[This advertisement shares page 171 of L’Officiel du cycle with advertisements for Onoto and Choillot, each held here as its own record.]