Vita October 1954 Advertisement — Chains and Lighting for Cycles and Cyclomoteurs, in a Border of Chain

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VITA

Ses chaînes
Ses éclairages

POUR CYCLES
ET
CYCLOMOTEURS
*
SALON DU CYCLE
HALL DU CYCLE
STAND N° 275
*
Manufacture Accessoires pour Cycles
HUYGHE
EN VENTE CHEZ TOUS LES COMMISSIONNAIRES

Publi[illisible] de G. SWEERTS

[A full-page ruled advertisement in black and white within a thin outer rule, framed by a thick border drawn as a roller chain whose links are ringed ovals, each link carrying a word in small capitals and a pair of round pins; the labels read VITA, CYCLO MOTEUR and VELO, alternating along each side (top: VITA, CYCLO MOTEUR, VITA, CYCLO MOTEUR; right, downward: VELO, VITA, VELO, VITA; bottom, right to left: VELO, VITA, VELO, VITA; left, upward: VITA, CYCLO MOTEUR, VITA, CYCLO MOTEUR). The name “VITA” fills the top of the field in enormous, flat, black sans-serif capitals. Below it, two lines of a loose, hand-lettered script stand at a slant. At the lower left a black square panel holds two line drawings with white highlights: a streamlined headlamp in the shape of a bullet or cone with a small bell-shaped fitting beneath it, and below it a wedge-shaped rear lamp lettered “Vitalux” beside a small bottle-shaped dynamo with a bracket and clamp. At the right of the panel the product line is set in tall, narrow bold capitals, followed by star marks, the show line and stand number in spaced capitals, and a second star. Across the foot a line in spaced geometric type names the trade, with the maker’s name in bold capitals under it and a closing line in capitals. A very small credit line in capitals sits at the lower left, outside the chain border. No artist signature is visible and no text from the reverse of the leaf shows through.]

[This advertisement shares page 202 of L’Officiel du cycle with advertisements for Chaluret and PWB, each held here as its own record, and others for a dealer’s discount notice for the Salon, the Mochet microcar and P.C. spark-plug lead clamps.]