S.E.M. 1952 Advertisement — Steel Rims and Steel Mudguards

— Page 1 —
A VOTRE
SERVICE

Des
spécialistes

dans la
fabrication
de toutes les
* Jantes en acier
et des
* Garde-boue en acier

SEM

SOCIÉTÉ
D’ÉLECTROLYSE
et de MÉCANIQUE
du BOURGET

Service commercial : SEM
25, rue de Madrid – PARIS-8e
Tél. LABorde 98-63 et 64

[An unruled advertisement in black and white. “A VOTRE SERVICE” opens at the upper left in two lines of bold sans-serif capitals. A line engraving fills the left two thirds: a long receding chain of steel rims drawn in outline, each rim shown in perspective with its spoke holes dotted, the ring nearest the reader largest at the top and the rest diminishing in a curving column down to the lower left corner. Across them the words “Des spécialistes” are lettered large in a heavy brush script. The body copy sits in the right column, ranged over several short lines of light sans-serif with the two product words “Jantes” and “Garde-boue” in bold, each preceded by a small asterisk. The letters “SEM” stand very large at the lower right, drawn as outlined block capitals filled with diagonal and horizontal ruled hatching, the S and the M half striped. A solid black bar across the foot carries the company’s full name reversed out in white sans-serif capitals at the left and, at the right, the commercial office, address and telephone in white italic and bold. A small lozenge-shaped mark enclosing a word of three or four script letters, [illisible], sits in the extreme upper right corner. No second color is used, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 144 of L’Officiel du cycle with advertisements for Pelissier, Chaluret and Yvars, each held here as its own record, and one for Mérat seats for motor machines.]