Sedis 1953 Advertisement — Yellorex, the French quality chain for the bicycle, drawn over a rear sprocket

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Pour le vélo

ADOPTEZ
la CHAINE
YELLOREX

la chaîne française de qualité

C’est une
fabrication

SEDIS

[A full-page advertisement in black, white and one green ink, printed as a solid black panel with rounded corners. “Pour le vélo” stands across the top in white heavy sans-serif lowercase type. Below it a gray oval filled with fine diagonal hatching holds “ADOPTEZ” in black italic capitals with a slanted, brush-lettered look. Down the right side “la” and “CHAINE YELLOREX” are set in very large green capitals with a black drop shadow, tilted upward to the right and stacked in two lines, with “la” at the left of the first line. A line-engraved bicycle chain, its outer plates white and each plate marked “YELLOREX”, sweeps in a broad curve from the upper right corner down across the page to the lower left, where it wraps a rear sprocket drawn in stippled shading with two small arrows on its face; white speed streaks and thin parallel lines trail behind the chain. Beneath the chain the line “la chaîne française de qualité” runs upward to the right in green script with a white outline and an underline stroke. At the lower left “C’est une fabrication” is set in small white sans-serif type, and at the lower right “SEDIS” stands in large white shaded capitals filled with diagonal line hatching. A small boxed monogram sits in the lower right corner; it is too small and stylized to read as a name.]