Out with the old and in with the new. Starting today, Felt is ditching its classic bubble font for this new stylized logo. Although fans of the wing shield needn’t worry, as the company plans on keeping the design.
In addition to the updated logo, the brand is eliminating model years and is introducing its new Living Line concept. As Michael Forte, Felt’s general manager explained it, this means that product will be launched only when it’s ready, not necessarily on a yearly cycle…
The former Felt logo
Felt will no longer rush to launch a product for a specific event or withhold the release of new items to better coincide with industry trade shows. Instead, development and the launch will be done when it’s ready and the product will be continued for as long as it remains relevant. That means no more updating products just to update them. Only real innovation.
Eliminating the constant cycle of minor revisions and constant color refreshes will free up Felt to create better overall products. Other big advantages for consumers and dealers will be increased availability and inventory management.
With the current model year system used by many brands, new colors and updates are introduced mid Summer. In the US, where the riding season traditionally begins around May (when things begin to thaw), shops start building their inventory.
When brands release new model year colors and updates two or three months down the road, the inventory shops have sitting on their floor is suddenly devalued. Conversely, if a specific model is moving quickly, shops may want to order additional inventory, only to find the manufacturer no longer has inventory because they’re waiting for the new product year.
For anyone who has grown tired of the trivial model year updates and increasingly high prices of modern performance bikes, this move may have some exciting ramifications.