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Cie Gle Transatlantique Auto-Circuits poster by Roger Broders A Classic Art Deco Travel Masterpiece The Cie Gle Transatlantique Auto-Circuits poster is a striking example of Art Deco travel advertising, created to entice travellers to North Africa during the pioneering age of motoring. Designed by Roger Broders in the 1920s, it blends bold graphic design with the romance of long-distance exploration. Commissioned by the Compagnie Générale Transatlantique, the Cie Gle Transatlantique Auto-Circuits poster promoted organised automobile touring routes through Morocco, Algeria, and Tunisia. It reassured travellers that exotic destinations could be explored in comfort, safety, and refined style. Bibendum: A Welcoming Guide to North Africa At the centre of the Cie Gle Transatlantique Auto-Circuits poster stands Bibendum, the iconic Michelin Man. Rather than appearing as a distant emblem, he is presented as a welcoming host, gesturing invitingly towards a passing char-à-banc touring vehicle. His open stance encourages the viewer to step forward and join the journey. Bibendum becomes a guide, transforming the poster from a static image into an invitation to travel. Dressed in flowing robes inspired by local attire, Bibendum visually connects modern European technology with North African tradition. This thoughtful portrayal bridges cultures while subtly reinforcing Michelin’s reputation for reliability and endurance. The open touring vehicle suggests comfort, sociability, and shared adventure, reinforcing the idea of a carefully organised luxury experience. A Bold Art Deco Landscape and Route Map The background of the Cie Gle Transatlantique Auto-Circuits poster is dominated by a dramatic orange sky, evoking warmth, heat, and distant horizons. Dark silhouettes of palm trees frame the composition, anchoring the scene firmly within a North African landscape. Above the figures, a stylised route map stretches across the poster. Key cities are clearly labelled, presenting the journey as both expansive and meticulously planned. This visual detail reassures the viewer that adventure is paired with structure and expertise. The route map labels major cities across North Africa, including: Casablanca, Rabat, Marrakech, Meknès, Fès, Oran, Alger (Algiers), Bougie (now Béjaïa), Philippeville (now Skikda), Constantine, Bône (now Annaba), Tunis, Sousse, Sfax, and Kairouan. Roger Broders’ confident use of flat colour fields and strong contrasts reflects the finest principles of Art Deco design. The composition is clear, balanced, and immediately legible, even from a distance. Typography, Colour, and Graphic Impact Typography plays a vital role in the Cie Gle Transatlantique Auto-Circuits poster. Bold lettering announces the tour with clarity and authority, while supporting text highlights Renault automobiles and Michelin tyres as marks of quality and trust. The colour palette is limited yet powerful. Deep blues ground the vehicle and figures, while warm creams highlight clothing and text. The intense orange sky provides dramatic contrast and visual warmth. This harmony of colour, typography, and form explains why Roger Broders remains one of the most respected travel poster artists of the twentieth century. A Highly Collectible Art Deco Travel Poster Today, the Cie Gle Transatlantique Auto-Circuits poster is no longer simply an advertisement. It is a highly collectible work of art, sought after by collectors, interior designers, and vintage travel enthusiasts worldwide. Original examples command premium prices, placing them firmly in the realm of serious collectors. High quality reproduction prints offer an accessible way to enjoy this iconic image while preserving the atmosphere, colour, and historical significance of the original artwork. Displayed in a home, office, or gallery setting, the Cie Gle Transatlantique Auto-Circuits poster brings warmth, elegance, and a timeless sense of adventure. Guided by Bibendum and powered by early motoring optimism, it remains a vivid celebration of Art Deco travel design.
Africa
