Rigid October 1954 Advertisement — Two New Light-Alloy Chain Guards for Child and Adult Bicycles

— Page 1 —
“ RIGID ”
Vous présente ses 2 nouveaux modèles
pour bicyclette d’enfant et d’adulte.

N° 6
Nouveau
modèle avec
3 attaches
pour
bicyclette
d’adulte

Modèle 2 attaches pour bicyclette d’enfant

Alliage léger, épais, matricé, incassable,
— indéformable. Polissage très soigné. —

POUVANT ÊTRE FABRIQUÉ A VOTRE MARQUE

P. JOURLAIT
19, rue de la Justice
PARIS — MEN. 13-17

[A ruled advertisement in black and white, a wide panel with a thick black bar down its left edge and the right edge and thin rules above and below. Two chainguards are shown in halftone from photographs. The large adult model fills the upper left and center: a broad curved shield with three long open slots that fan out like a wing, a raised arrow-shaped plate bearing the word RIGID on its upper surface and an arc cut away along its lower edge to clear the chainring. The smaller child model lies below it at the center and right, a narrower curved guard with a long slot at its heel and a second slot along its tail, the word RIGID again embossed on the plate. Thin ruled arrows run from the printed labels to each guard: one points up from the boxed label at the lower left to the large guard and another points right from the label under the small guard. At the right the name “RIGID” stands in large heavy roman capitals between quotation marks, with the announcement beneath it in a slanted roman face and a short rule, then two lines of the product description in bold sans serif, a second short rule and the line about the maker’s own brand in condensed capitals. The maker’s name sits at the foot in large condensed capitals with the street address and telephone in smaller spaced sans-serif type at its right. No artist signature or agency mark appears, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 210 of L’Officiel du cycle with an advertisement for Wolber, held here as its own record, and others for Leda knee grips for scooters and the FAC motorcycle trailer.]