John Jones was a local wheel builder that was a true master of his craft. While he is no longer with us, I cherish this project fondly. It was my honor to design his brand.

Jones Precision Wheels was founded in 1986. The primary challenge of this project was to create a recognizable brand that demonstrated the reliability, skill, and quality that came from John’s wheels, but with a modern twist. Primary key words of focus were movement, fluidity and quality. Through some development, we landed on inspiration from the cross section of classic bicycle rims, which eventually led to a simplified pattern and icon.

Photography by Gabe Fox