Sido 1952 Advertisement — Saddlebags, Aprons and Muffs

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SACOCHES
TABLIERS
MANCHONS

SIDO

Pour l’Équipement des
VÉLOS, CYCLOMOTEURS, MOTOS

Spécialité de
SACOCHES CUIR

Catalogue sur
demande à

SIDO 53, Boulevard Gustave-Richard, CHOLET
(M.-et-L.)
Tél. 3.80

[An upright advertisement in black on cream, framed by a single rule. The three product words head the panel in heavy letter-spaced sans serif capitals, one to a line. Below them the trade name “SIDO” is set very large in solid sans serif capitals across a plain outline drawing of a saddlebag seen from the front: a wide flap curving down to two pointed skirts, with a narrow tongue and buckle strap hanging from its center, drawn in simple unshaded line with no hatching. The sentence that follows is set in a light sans serif, and the three vehicle names under it run the full width in bold sans serif italic capitals. A solid round bullet separates that line from the two lines naming the leather bag specialty, set large in bold sans serif. A second bullet stands below. At the foot “Catalogue sur demande à” is set small in letter-spaced italic at the left, and the firm’s name and street address close the panel on one line, “SIDO 53,” in heavy bold with the rest in lighter sans serif, the department abbreviation and telephone number stacked at the right under it. No second color, no agency mark and no artist’s signature appear.]

[This advertisement shares page 168 of L’Officiel du cycle with advertisements for Spécialités TA, Beaussuzet and F.L., each held here as its own record.]