Sedis 1955 Advertisement — A Cyclist Drawn in Chain Links: Yellorex for the Bicycle

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Pour
votre
vélo

YELLOREX SEDIS

La chaîne française de qualité

[A full-page advertisement printed in blue and red on white with no ruled border. A cyclist bent over the handlebars is drawn as one continuous roller chain: the links are shown in a halftone photograph tinted blue and looped into a head, a rounded back, arms, a frame and two wheels, with a paler blue shadow offset behind the chain and a black drop shadow behind the rear wheel. The background is a stippled spray gradient, deep blue across the upper left and red across the lower right, fading to bare white paper between them. At the upper right the words “Pour votre vélo” are stacked in three lines of heavy condensed type, in blue, red and blue. Across the foot “YELLOREX” stands in large outlined block capitals filled with a gray dot screen, and “SEDIS” is set in shaded, hatched blue capitals on a slanted white panel with a black edge, over the red field. The line “La chaîne française de qualité” is written in slanted brush script along the bottom, in blue at the left and in black at the right, split by the SEDIS panel. A small white rounded-hexagon monogram of two interlocked letters stands in the upper left corner of the blue area; it is too small to read as a name. No address or telephone line is printed, and no artist signature is legible.]