Rigid 1954 Advertisement — Light-Alloy Chain Guards for Children’s and Adults’ Bicycles

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RIGID

No 6
Nouveau
modèleavec
3 attaches
pour
bicyclette
d’adulte

Rigid
Modèle 2 attaches pour bicyclette d’enfant

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

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 wide ruled advertisement in black and white with a heavy black bar down each side. Two alloy chainguards are shown in halftone from photographs: a large curved No 6 guard across the upper left, cut with long slots and stamped “RIGID” with an arrow on its top, and a smaller two-point guard below it stamped “Rigid” in script. Thin ruled lines ending in arrowheads lead from short captions to each guard, the adult model’s caption set in a narrow spaced column at the left and the child model’s along a line beneath it. At the right “RIGID” stands in quotation marks in a heavy wide roman, followed by two lines of italic roman, a short rule, two lines of bold sans serif and a line of condensed sans serif capitals. The maker’s name “P. JOURLAIT” closes the panel in large condensed capitals beside the Paris address and telephone in spaced bold sans serif. No signature appears. “modèleavec” is printed as one word.]

[This advertisement shares page 124 of L’Officiel du cycle with an advertisement for Fougerat, held here as its own record, and others for the Mochet microcar, P.C. plug connectors, Varay et Magnenant bearings and Bollée piston rings.]