Reprints of the 1928 Olympics Bookmarks

The 1928 Olympics were held in the Dutch city of Amsterdam. These games marked a major
step in achieving gender equality. For the very first time, women's athletics events were
included in the program despite objection from Coubertin (the founder of the Olympic Games)
and Pope Pius IX.

The Shell Oil Co., Holland, issued on this occasion a double-sided advertising bookmark
printed on card. The bookmark has the size of 154 x 55 mm and shows on one side a discus-
thrower in silhouette along with the coats of arms of the Kingdom of the Netherlands and of
Amsterdam. The reverse side shows a promotion for the company Shell in the form of an
advertising pillar.

The bookmark is meanwhile a popular collector's item and has currently a value of Euro 35 - 50
depending on the condition.

In the 1970s a reprint of the bookmark was produced by the Shell company which is very
common and which looks very similar to the original. The identification of the reproduced
bookmark is rather difficult, however, there are some hints which can be helpful in pegging the
reprint:

1. The paper of the genuine bookmark is thinner than the one of the reprint. Of course, this can
    only be determined by holding both in the hand.

2. The print of the original shows more modest colours and no shine in comparison with the
    reprint. The colours of the reprint are more vivid. The most noticeable difference is the green
    colour around the words OLYMPIADE AMSTERDAM which on the reprint is a bright green
    whereas on the original it is a dark dull green near to black.

3. Another noticeable difference can be seen on the advertising pillar above the word
     "BENZINE" where the pillar goes from the hexagonal to the circular profile. On this
     horizontal step there is a grey hatched shading which on the reprint can hardly be seen.
     Also the shadow of the pillar on the ground is very weak in the reprint.

Coming across imitations of bookmarks may be an annoying experience for collectors,
however a reprint is also a reverence for a bookmark which seems to be important enough to
justify such a venture.

Posted on 6 March 2010     


images:
          
upper line - back and front of the original bookmark from 1928
lower line  - back and front of the reprinted bookmark from 1970s