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mbrubeck@mefi.social wrote:

"Shimano Steps" is already questionable branding for a line of e-bike components. (Aren’t "steps" associated with walking, not biking?) But then there’s the logo, which from a distance always looks like "Shimano Stops."

The "Shimano Steps" wordmark. The brand name is all in blue capital letters except for the E, which is replaced by a large blue circle with a white lowercase "e" inside.