Any graphic designer or brand manager will tell you how important it is to have a strong logo and ‘identity’ to compete in the commercial world. But it’s also important to have a strong product, or else you’re just polishing a turd. Richard Sachs has both; he’s rightly considered the “Godfather” of bicycle building in the United States and has collaborated with House Industries, a type foundry that has been making the world more legibly funky since 1993.
After two years of working together, Sachs and House have completely refreshed the most respected and revered brand on the American cyclocross circuit.
The Richard Sachs logotype has, for the last couple of years, been based on the House Industries font Neutraface No. 2 Titling which, for consistency, has carried over into the new scheme, along with the ‘RS’ logo. Richard’s cyclocross team has been competing for more than a decade and previously sported a red and yellow livery, which House merged into the orange that will now grace their frames and kit, along with the secondary cream and black colours and a redrawn signature.
See more on the Richard Sachs Cyclocross website and read the full dissertation on the House Industries website. Special thanks to Brian Awitan for the tip.
