Sedis 1954 Advertisement — A Cyclist Made of Bicycle Chain: Yellorex for the Bicycle and Yellow for the Motorcycle

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FABRICATION SEDIS

LES CHAINES FRANÇAISES DE QUALITÉ…

pour le vélo
YELLOREX

pour la moto
YELLOW

COMPAGNIE DES TRANSMISSIONS MÉCANIQUES SEDIS
19, AVENUE DU GÉNÉRAL-MANGIN — PARIS (16e) — TÉL. : AUT. 95-55 – 95-56

HALL DU CYCLE, Stand 42

[A full-width advertisement printed in black, gray, red and blue, set inside a ruled gray panel. At the upper left “FABRICATION” in small spaced red capitals sits over “SEDIS” in large slanted red capitals with white shaded striping, a hand-lettered effect. Filling the panel is a halftone photograph of a bicycle chain laid on a textured gray surface and bent into the shape of a cyclist seen from the side: a looped head at the upper right, a long curving line for the back and arm, and two closed ovals below for the legs, each link casting a soft shadow. Under the photograph a line of widely spaced black sans-serif capitals reads “LES CHAINES FRANÇAISES DE QUALITÉ…”. Below it two tilted paper-strip labels sit side by side: at the left a blue strip with “pour le vélo” in white italic script above “YELLOREX” in heavy white capitals, and at the right a white strip with “pour la moto” in red italic script above “YELLOW” in heavy red capitals. The firm’s name and address run in small spaced black capitals along the foot of the panel, at the right of the labels. A small red square monogram, a stylized interlocked letter device, stands at the lower right corner outside the ruling; it does not read as a name. Beneath the panel, in plain roman type at the foot of the sheet, a line gives the Hall du Cycle and the stand number. No artist signature is visible. A dark binding edge shows along the right margin.]