DISRAELI DOCUMENTS

US Trademark # 1,229,563

US Trademark 1,229,563 - Excel main image

In 1981 Excel seems to have performed extensive cosmetic surgery on its brand, adopting a modern lowercase typeface. Around this time it also started to buy in Rino products (including derailleurs) rebranded as Excel, allowing it to move up market. Sponsoring Lon Haldeman in the Race Across America was part of this strategy.


US Trademark 1,229,563 - Excel main image
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