Vintage Poster Archives
Peugeot Cycles 1928 | DAM Studio Vintage Advertising Poster
Peugeot Cycles 1928 | DAM Studio Vintage Advertising Poster
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A Peugeot bicycle wheel occupies the entire upper two-thirds of the composition, rendered in sepia lithography with tonal gradations that blur the tyre and spokes into pure rotational motion. The cyclist's leg enters from the upper left, foreshortened, angular, mid-downstroke on the pedal crank, while dark diagonal forms across the upper right suggest speed and forward trajectory. The lower third carries three lines of cadmium red three-dimensional serif type: une / Peugeot / roule bien.
The design was produced by the DAM advertising studio, Paris, circa 1928, and printed by Et. & L. Damour, Chefs de Publicité, whose imprint appears at the foot of the sheet. Etienne and Leon Damour ran one of the most active French commercial design studios of the inter-war period, producing Art Deco graphics that drew directly on the modernist vocabulary being developed at the same time by Cassandre and Charles Loupot. The DAM studio also published the trade review Vendre, giving the Damour brothers an unusually central position in French advertising culture of the late 1920s.
Peugeot allocated a substantial share of its marketing budget to poster campaigns in this period, commissioning designs that treated the bicycle as a machine of speed and modernity rather than utility. The extreme close-up, radial motion blur, and Futurist-inflected diagonal composition here served that brief with considerable confidence.
Reproduced as an archival print on 200gsm Enhanced Matte Fine Art Paper, using pigment-based inks for accurate tonal and colour fidelity. A considered choice for students of French inter-war commercial design, cycling history, or the broader Art Deco advertising tradition.
