While every company seeks to stand out with eye catching fonts or aesthetic themes for their marketing campaigns, the design studios who dream up these visuals also like to release collections of products to show off their ideas. Typically most of these products are useful and well designed, but others are simply overpriced kitch, or other brand’s goods that have been given a splash of design work and a larger price tag.
House Industries is a design firm from Delaware that started with typography, producing a book of fonts in the mid nineties that essentially launched the company. House has just released a Velo font set and mostly bike-related product collection that displays their new font and checkerboard aesthetic.
Some of the Velo themed items include a complete bike, cycling clothing and components, but the line also includes non-riding clothes and houseware items as well. Below the break we’ll check out the bike-related products from House’s Velo design line…
At the top of the Velo product line is House Industries’ complete Velo bicycle. The bike’s touring/commuter frame is constructed from True Temper OX Platinum double butted tubing, and includes bosses for fenders, racks and Paul Components’ Racer brakes. The frame and fork are manufactured by the USA’s Waterford Precision Cycles, with the size and geometry custom built to the customer’s specifications.
The Velo Serif font is used for the down tube logo, the checkerboard pattern appears on the seat mast, and the rear dropouts feature House’s arrow logo cut-outs. Buyers can choose one of five colors from House’s signature pedalling palette.
The bike is equipped with House Industries’ Velo decorated components including the Specialties TA crank, Paul Racer brakes, King water bottle cage and a copper accented Brooks saddle. Other key parts include a Shimano Dura-Ace nine-speed drivetrain and hand built Mavic wheels with White Industries hubs. The complete bike sells for $5000. House also sells the frame and fork as a combo for $2500 with the same color options and custom geometry.
As for components, House has lent their look to Paul Component’s centerpull style Racer brakes, with one arm screen printed in the Velo checkerboard pattern. Color choices are black or ivory, and the brakes can be purchased in Paul’s post-mount design (which requires specific frame bosses) for $135 or as a center mount type for $150. The Velo Specialties TA Crank comes as either a double or triple ring crankset, and is engraved with the Velo Serif font on the arms and rings. The cranks come in a polished finish and sell for $450.
House Industries’ leather Tanner bag has the Velo checkerboard embossed into the top cover. The small pouch is just enough to carry a few tools and a tube, measuring roughly 7.5”x 5”x 1.7”. The bag comes in black or natural leather colors, and costs $125. The King water bottle cage is a minimalist hand welded cage with a special House Industries arrow shaped mounting plate. The King cage sells for $35. House also offers black-on-black Velo checkered handlebar tape for $35.
The Velo line also includes some cycling clothing. House’s Velo jersey is made from 100% merino wool and features a ‘Skinny Euro’ fit with a collared sleeves and neck. The black, white and green striped jersey features chain stitch embroidery on the front and back, and costs $150.
The Velo Cycling cap is a small-brimmed commuter style hat that costs $20, and comes in black, brown or green. The Velo font is featured on the side, the checkerboard graces the front panel and House Industries’ logo is printed on the underside of the brim. The Gray House Velo Check Wool socks are made from a wool/nylon/lycra blend. They have a 6” leg, and sell for $25.
That’s about it for cycling products, but if you’re really taken by the style you can always accessorize with the Velo line’s $33 coffee mug, $33 dinner plate, or perhaps a pack of two checkered shop rags for $16! The Velo font and all Velo products can be purchased on House Industries’ website.
