What’s in a Logo

What do you see when you look at the head tube logo on my custom frames?
Many people see a tic-tac-toe or the pound symbol you see on a telephone keypad.
If this is what you see, you are looking at the blank space inside the logo.
It is simply four lower case letter “m” placed north, south, east, and west in the form of a cross.
During the 1970s in England there were strict rules regarding the amateur status of athletes, especially Olympic athletes. No sponsorship was allowed, and I could not advertise the fact that a few 'World Class' cyclists were riding my bikes. One way around this was to have my name prominently displayed on the frame.
I did this in a simple typeface similar to that used on British road signs, easy to read and distinctive in my name being spelled out in all lower case letters.
A picture of a leading cyclist riding my bike on the cover of the British "Cycling" Magazine (Like the one on the right of Paul Carbutt.) would result in a huge boost in sales.
Sometimes a photo would be a head on shot and all that could be seen was my logo on the head tube. The logo was simple and instantly recognizable.
Paul Carbutt at the 1976 Olympics held in Mantreal, Canada.
When I resumed building my own custom frames in California in 1981, while still working for Masi, I used the old stock decals I had brought with me from England. This included the logo with the words “Worcester England” underneath. (The address of my English frameshop.) I felt somewhat justified because after all the Masi frames said “Masi, Milano” on the head tube even though they were built in California.
I later added a decal that read:
FRAME GUARANTEED HANCRAFTED
BY DAVE MOULTON
IN CALIFORNIA USA
This was placed at the top of the seat tube, under the seat lug where the tube manufacturer’s decal would normally go.
I followed Masi’s lead and left the tubing decal off my custom frames because they were prone to bubble and fester in the heat of the paint-curing oven.
To my chagrin there was resistance to the ‘dave moulton’ name on my frames when I first started building in California. “Not exotic sounding enough” was the excuse I usually heard. Some wanted to order a frame without decals for that reason, which I refused to do.
It was traditional for English framebuilders to have their full name on the frame, usually with an abbreviated first name; Bob Jackson, Ron Cooper, Harry Quinn, Stan Pike. To the ear (Or is it the eye?) of the American cyclist these names were not as appealing as Colnago, Cinelli, Pinarello, or Pugliaghi.
When I decided to bring out a line of production frames in 1984 my main competition was these Italian import frames, so I looked through an Italian/English dictionary for a suitable name. I ended up choosing a word that did not sound particularly Italian.
I came across the word “Fuso” Italian for molten metal. It was a play on words on my name.
I sketched out the logo of a crucible pouring molten metal into a mold, and the Fuso brand was born.
I did not know at the time that Fuso was also a Japanese word and there was a famous Japanese battleship named Fuso during WWII.
There is a subtle difference in pronunciation; my frame is pronounced the Italian way, Fuse-oh. The Japanese pronunciation is Foo-so. Mitsubishi has a line of commercial vehicles with that name.
If you can believe this also, when I brought out the Fuso frame, many of my customers protested and wanted ‘dave moulton’ on it. By now, I my reputation had grown, and no one cared if the name sounded exotic or not.
However, to put ‘dave moulton’ on a line of production frames, even though the quality was high, would have been unfair to those who had paid top dollar for individually built custom frames. So once again, I had to refuse.
I am reminded of the old adage, “You can’t please all the people all the time.”
Wash your hands, and don’t panic
I dealt with the worst case of flu, or for that matter the worst illness I have ever suffered.
It was caused by a worldwide pandemic known as the Asian Flu.
Politically incorrect today, but if I used its other name of H2N2 virus, few would know what I meant or understand the impact it had at the time.
I lived in a boarding house in North London, located in a huge Victorian brick and stone building. I lived on the fourth floor, and as heating was by an individual gas fire in each room, when everyone in the house had their gas fire on, there was so little gas pressure on the fourth floor that heating may as well been from a candle. A bucket of drinking water I kept in the room would sometimes freeze overnight in winter.
As well as renting a single room, the owner of the home provided breakfast and dinner which we ate in a communal dining room. There was also a shared sitting room with a TV. When the virus hit, it quickly spread though almost all the residents.
I was not hospitalized but stayed in my room, and do not remember even seeing a doctor. I was given aspirin by my landlady, and food was left on a plate outside my door, where it mostly stayed overnight as I was too weak to get out of bed to go get it.
I ran a high fever and my sheets and bedding were soaking wet from sweat. My landlady would come in every day, help me out of bed and down one floor to use the bathroom. She would then change my bedding, and try to get me to eat something, or at least drink some water.
In the early stages I was either in a semi-coma, or delirious with the room seemingly spinning around. I felt like I was about to die, and one knows they are really sick when they feel that death would be a blessed relief, and they care little for the outcome either way.
I remember at least one person died in this boarding house, a nice old gentleman named Mr. Edwards, whom I had got to know quite well. Altogether some 14,000 people died in the UK, 100.000 in the US, and estimates vary worldwide between one and two million.
Looking back on these events, I can’t help but compare the situation then and now. For those of us who grew up in the 1930s and 1940s, getting seriously ill was almost a way of life. Throughout our childhood we would catch at least one (Sometimes two.) contagious diseases every year.
Mumps, measles, whooping cough, chicken pox, and German measles went though entire schools, towns and villages alike. I had them all at different times throughout my childhood except German measles.
My mother, born in 1897, lived through even worse diseases. Typhoid fever, smallpox, tuberculosis, scarlet fever, and diphtheria. Plus, the Spanish Flu of 1918 and 1919 that killed 50 million people worldwide.
Catching the Asian Flu at the age of 21 was just part of life that had to be dealt with. We knew it was coming, it had been on TV and the radio, and in all the newspapers, but life went on as normal. But back then news casters simply read the news, and the big difference was, they didn’t express opinions, and above all they didn’t express political opinions.
No one blamed the government, the then prime minister Harold McMillan, or President Eisenhour. Trains and busses kept running, people flew on airplanes. Businesses did not close, and people did not view everyone else with suspicion and bump elbows instead of shaking hands.
Looking back, I wonder, were we too complacent? Possibly, had I washed my hands a few more times, and avoided eating in the communal dining room, I may, or may not have become infected.
The difference was, we didn’t have news 24/7, and we did not have cell-phones or the Internet. How many times a day do I need to be told to wash my hands?
Governments are placing restrictions on everything but the news media, where restriction is needed. Tell us what we need to know, and give us some other news, not just the coronavirus.
Take precautions, but don’t panic. Look out for your elderly neighbor, go buy their groceries so they don’t have to go out. If you get the coronavirus it will be unpleasant, but it probably won’t kill you.
In spite of receiving no medical attention what-so-ever, and only being checked on once a day, the Asian Flu didn’t kill me at 21, and along with all those other childhood diseases, it probably helped me build a strong immune system that will serve me well now I need it in my eighties.
When this is over, and we compare this pandemic with past ones. Possibly the numbers will be better and there will be fewer infections and deaths. However, the way it was handled could be greatly improved.
Was it really necessary to throw the whole world's population into a panic?