I completely agree.
Hence why we worked on a new (high end) brand identity. There is a complete branding book, linking all Xmcs core principles and values to the AERYS concept. It was much more than a name, it was a lot of hard work and iterations to position Xmcs brand identity.
It was validated in the trademark database, trademark was filed, until just prior to the acceptance deadline a competitor notified us of his objection because he felt the name was too similar to a (non racing) bike range of his.
You cannot imagine how disappointing it was to see all these months of hard work, creativity and passion to be put down the drain with one letter.
That happened late, so not a lot of time to go through the same process again before the release pf the new frames. There needs to be something in terms of branding with the go live. There now is, and there are multiple options.
Perhaps in the future there will be something else like Aerys as a proper evocative high end brand identity, but exactly as you say: xmcs cannot keep on changing these things.
Simultaneously the half cut logo is a sales banger. GRT and VRT frames are selling incredibly well. Telling me the typical xmcs customer isn’t in this particular discussion on Chinertown.
Also makes me question why I engage so much here, as I don’t sell frames, parts, nor get any commission on xmcs sales. I’m - as a xmcs partner - just here because I am very much passionate of the product. I ride our GRT as often as I can. Every time I get of the bike I can’t wait for my next gravel adventure.
But I take all your feedback to personal ;-). In the end, the branding is now clarified. Don’t like it? Send Peter a message.
In the meantime I will focus on my own customers.
