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.

• Publisher: US Patent and Trademark Office
• Inventor: Beatrice Foods Co.
• Country: USA
• Date: First use June 1981
• Derailleur brands: Excel
• Derailleurs: nothing specific