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“The fun is standard equipment” ad by Browning Bicycles

Photo(s) by Bart Solenthaler. Imported from Flickr on May 8, 2022. Artwork published in .
“The fun is standard equipment” ad by Browning Bicycles 1
Source: Uploaded to Flickr by Bart Solenthaler and tagged with “bookman”, “itcserifgothic”, “monogram”, “orbit”, “filmotypequail” and “helvetica”. License: All Rights Reserved.

You buy a bike for fun, right?
So you want a bike that’s fun to ride. And doesn’t need a lot of fixing.
You want a Browing Grade I Ten Speed.

Ad by Browning Bicycles, headquartered in Morgan, Utah. Yes, that’s the same company better known for firearms and fishing gear. In the 1970s, they jumped on the bike boom and expanded their product range. See also another ad from the same year, titled “Next time I’ll hide my Browning in the bushes.” The shown ad features a random and hardly coordinated mix of “hip” typefaces: Bookman Bold Swash Italic, outlined ITC Serif Gothic, Orbit Rimmed, Monogram, and Filmotype Quail. The copy is set in Helvetica.

Source: License: All Rights Reserved.



  • Bookman Bold Swash
  • ITC Serif Gothic
  • Village & Orbit
  • Monogram
  • Filmotype Quail
  • Helvetica




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