Reydel 1952 Advertisement — The Soft Saddle on Sandow Suspension

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La Selle Souple

REYDEL

Si confortable…

…par sa suspension SANDOW

L. BENNET

[A landscape advertisement inside a double rule, text and line drawings in black on the untinted paper, with no color and no photograph. Two pen drawings sit in the upper corners, each a cyclist riding to the right along a line that stands for the road. At the left a young woman in a flowered skirt and a short-sleeved blouse, her hair tied back, sits upright on a lady’s machine with a chainguard, a rear carrier and a saddlebag; at the right a girl in a striped jersey and trousers rides a loaded roadster, her head down and her hair blowing back. Both are drawn in a loose free line with light hatching and no background. Between them the first line is set in a bold roman italic, and under it the brand fills the center of the panel in very large heavy slab-serif capitals. The two halves of the closing phrase are set in bold italic at the lower left and the lower right, the second ranged to the right edge of the panel with the suspension name in capitals. A small pen signature, reading “L. BENNET”, is written along the road line under the left drawing. No agency mark, address, telephone or stand number appears.]

[This advertisement shares page 74 of L’Officiel du cycle with an advertisement for Scout, held here as its own record.]