SIM 1952 Advertisement — Precision Balls in Chrome Steel

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LES BILLES DE PRECISION

SIM

…en acier au chrome, forgées, trempées,
rectifiées au 2/1000 mm, équipent les
grandes marques françaises de cycles et
motos : Alcyon, Automoto, Motobécane,
Peugeot, Terrot, Vélosolex, etc.

Ste INDUSTRIELLE DE MECANIQUE
83, Chemin de St-Priest LYON
Téléphone : PAR. 75-44 (4 lignes)

SALON DU CYCLE – HALL DU CYCLE – Stand no 92

[An upright advertisement in black on the cream stock, without an enclosing rule. The headline is lettered in heavy shaded italic capitals and curves in a great arch from the lower left over the top of the panel and down to the right. Inside the arch the firm’s mark is a large circle drawn as a line engraving, a globe whose lines of latitude and longitude are cut as fine hatching, with the three letters “SIM” laid across it in bold three-dimensional capitals shaded with line. Along the top of the globe three riders travel to the left, drawn as small solid silhouettes: a motorcyclist in helmet and goggles in the foreground, then a cyclist on a touring bicycle, then a smaller cyclist behind. Down the full height of each side of the panel runs a vertical file of drawn steel balls, each a circle with a crescent highlight, the balls diminishing in size toward the foot. The body text is set in a light sans-serif in five lines. A solid black bar across the foot carries the company name reversed out in bold capitals, with the street and town and the telephone line below it, and under the bar the Salon, hall and stand line is set in bold capitals. No second color is used, no signature or agency mark appears, and nothing shows through from the reverse of the leaf; “PRECISION” and “MECANIQUE” are set without their accents.]

[This advertisement shares page 112 of L’Officiel du cycle with advertisements for E. Perrin and Sturmey-Archer, each held here as its own record, and one for the Grandière cyclomoteur.]