SAN CARLOS, Calif. (BRAIN) — The rainbow stripes that have been part of Ritchey's World Champion Series (WCS) logo for more than 30 years will no longer be part of the company's branding.
The agreement with Union Cycliste International (UCI) World Cup and Championship races expired at the end of the 2024 and is not eligible for renewal, Ritchey said in a release announcing the change.
"It has been an honor for Ritchey to bear the mark of champions, thanks in no small part to the athletes, like inaugural Mountain Bike World Champion Don Myrah, Ruthie Matthes, Henrik Djernis, Thomas Frischknecht, Nino Schurter, and Jenny Rissveds, who have helped make the brand the standard of excellence that pro racers expect from their componentry," Ritchey said. "We are now moving on to the next brilliant phase of Ritchey's WCS logo."
The new WCS product logo has the same font as before but the five stripes will be a uniform shade of metallic gray. References on ritcheylogic.com and on product packaging will be in Ritchey's signature blue.
All WCS products produced as of Jan. 1 will have the new logo. Ritchey said some products in its stock still have the rainbow stripes logo.
