SIM 1954 Advertisement — Precision Balls for the Leading French Cycles, Motorcycles and Scooters

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LES BILLES DE PRÉCISION

SIM

…en acier au chrome, forgées,
trempées rectifiées au 2/1000 mm
équipent les grandes marques
françaises de cycles,
motos et scooters.

Sté INDUSTRIELLE DE MÉCANIQUE
83, Chemin de Saint-Priest – LYON – Tél. PA. 75-44 (4 lignes)
Dépôt à PARIS : 11, rue Chalgrin (16e) – Tél. Klé. 68-10

HALL DU CYCLE : Stand 233

[An unruled advertisement in black and white, a full-width panel with no outer border. “LES BILLES DE PRÉCISION” is set in very heavy black sans-serif capitals that follow a wide arch over the top of the design, rising from the left edge and falling toward the right. Under the arch a large circle drawn in line engraving stands for a steel ball, with the letters “SIM” in outlined and shaded block capitals filling its face and fine concentric hatching behind them. Along the upper rim of the circle three small figures are drawn in solid black silhouette with a little line detail: a motorcyclist seated on a motorcycle at the left and two cyclists on racing bicycles to the right of him, each smaller than the last as the curve falls away. A column of five small outlined spheres, each with a crescent highlight, runs down the left side and a matching column of seven runs down the right side. Four short centered lines of widely spaced light sans-serif type under the circle carry the product text. A solid black band across the foot holds the firm name in large reversed-out heavy capitals, with the Lyon address and the Paris depot lines below it in smaller reversed-out bold type. The stand line sits beneath the band in plain open capitals. No artist signature or agency mark is visible, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 206 of L’Officiel du cycle with advertisements for Gambier voltage regulators and horns, Floquet cylinder liners and pistons and Brown two-seat saddles and rear seats.]