Vita 1955 Advertisement — Vita Chains and Lighting for Cycles and Cyclomoteurs

— Page 1 —
VITA — CYCLO MOTEUR — VITA — CYCLO MOTEUR
(border, across the top)

VITA

Ses chaînes
Ses éclairages

POUR CYCLES
ET
CYCLOMOTEURS

*
SALON DU CYCLE
HALL DU CYCLE
STAND N° 244
*

Manufacture Accessoires pour Cycles
HUYGHE
EN VENTE CHEZ TOUS LES COMMISSIONNAIRES

Publ. de G. SWEERTS

(border, the lettering on the chain links down the left side: CYCLO MOTEUR, VITA, CYCLO MOTEUR, VITA; down the right side: VELO, VITA, VELO, VITA; along the foot: VITA, VELO, VITA, VELO)

[A ruled advertisement in black and white, framed by a single thin rule. The whole design is enclosed by a border drawn as a bicycle chain, a heavy black roller chain with oval links whose round rivet ends are shown as small circles; each link carries a word in light capitals, “VITA”, “VELO” or “CYCLO MOTEUR”, read sideways on the vertical runs. Inside the chain, “VITA” fills the head in very large, heavy sans-serif capitals. Below it two lines of lively brush-script lettering run at a slight upward slant, “Ses chaînes” and “Ses éclairages”. At the lower left a square black panel holds a line drawing in white outline of three lighting parts: a bullet-shaped headlamp with a small bell-shaped fitting beneath it, a rear lamp with a ribbed lens, and a dynamo carrying a small bottle-like cylinder with a handwritten label and a bracket clamp. At the right of the panel three bold condensed capital lines are followed by a spaced-capital Salon notice set between two small asterisk ornaments. The maker’s line, its name in bold, and a line about sale through commissioners close the text. A very small credit line, “Publ. de G. SWEERTS”, is printed at the lower left outside the text block, so the signature of the agency artist Sweerts is present. No text from the reverse of the leaf shows through.]

[This advertisement shares page 210 of L’Officiel du cycle with advertisements for Clément-Bayard and Rota, each held here as its own record, and one for Velox.]