The previous Richard Sachs identity was maybe one of the most established identities in the sport of cycling, so no small task to take on the redesign and make it equally iconic. Time is the only thing that can decide if a piece of design becomes an icon, but the guys at House Industries (one of our favorite font makes here at HUGE) have done a really beautiful job. Right down to the color mix by Joe Bell the red is special to the brand. It is a finely considered piece of design done by people who understand the nuance of the sport and the intricacies of frame design. Shame they have to cover that frame and kit in mud.