Wippermann 1954 Advertisement — Chains for Cars and Cycles, and Pedals

— Page 1 —
HAUTE RÉSISTANCE ! MINIMUM D’USURE !
ACIER AU MEILLEUR ALLIAGE

W

CHAINES pour AUTOMOBILES

WIPPERMANN

CHAINES pour CYCLES

PÉDALES
POUR BICYCLETTES

PÉDALES
” SPORT ”

DISTRIBUTEUR POUR LA FRANCE
Ets LACHÈVRE 17, rue LAMBERT (18e) — MON. 55-32

SOSP

[A full-page advertisement in black set landscape, built on a large black field cut into diagonal wedges. “Haute résistance ! Minimum d’usure !” runs across the head in heavy black italic brush capitals over “Acier au meilleur alliage” in light spaced capitals. At the upper left the Wippermann mark, a white “W” in a ring inside an eight-pointed star, sits on the black. A triple-row roller chain drawn in white line runs diagonally up from the lower left, and a single bicycle chain drawn in bold black-and-white line, its side plates marked with a small “W” emblem, climbs across a cream band toward the upper right. “Wippermann” stands in very large white sans-serif capitals slanting up the middle, with “Chaînes pour automobiles” and “Chaînes pour cycles” set on the slant in white capitals with “pour” in script. At the lower right two pedals are drawn in white-outlined line: a rat-trap pedal with knurled cages and a rubber-block pedal with ribbed treads and slotted end plates, labeled “Pédales pour bicyclettes” and “Pédales Sport”. The distributor, Établissements Lachèvre, and its Paris address run in light sans-serif across the foot, and the agency mark “SOSP” is set vertically in a small rounded box at the lower right. No artist’s signature is visible.]

[This advertisement shares page 100 of L’Officiel du cycle with advertisements for Sonnclair and Henri Gauthier, each held here as its own record.]