The bike brand Thömus has always been a little different from the others. Who else would have advertised with the slogan "high-tech from the farm" in a market segment that was still called "trend sports" at the time? This identity is also reflected in the brand name, more Swissness is not possible while (almost) everyone else slips into the world of Anglicisms when it comes to naming. And while other bike manufacturers regularly revise their logos, tradition has always been the order of the day at Thömus: in the 30 years of the company's history, the lettering has only been marginally adapted. But that could now change.

The down tube of the latest version of the Sliker racing bike, which has just been unveiled, features a small revolution, so to speak: a new crotch mark in bold block letters. Thömus is not (yet) willing to comment extensively on this. They are examining whether different lettering should be used for different models to match the bike. However, the company logo remains unchanged.