Where did the barcode logo idea come from?
Again one of Simon’s ideas, when I asked him about it he simply said, “no reason, it looks cool though doesn’t it!” He was looking for an idea that would be instantly recognisable and that relates to technology and engineering… and he was right – it looks cool! The barcode base is our identity and something we are keeping across the entire range, for the foreseeable future anyway. When you’re taking photos of riders you need something for the lens to focus on quick if you’re using an auto focus. We wanted to make sure that every photo of our riders that photographers from magazines and internet sites took was in focus and a potential for printing and upload. Craig Swatton a friend of mine who is a regular photographer at many of the UK events said that True riders are the easiest to spot and photograph for that very reason.
