This is the new Velocity A23 rim shape.  It is now tubeless ready, but you can still use standard tube/tires.  The new shape gives a more secure hold to a tubeless tire, makes is easier to mount, and helps prevent burping.  Burping is a sudden pressure drop when the bead loses temporary contact with the rim bead.  My rims come with Veloplugs (still fits this rim) installed unless you want tubeless tape.

I've been working on new logos.  My goal is to have them in a reflective material so those of us that ride in the dark have some added protection.  During the day they look like standard decals.  I hope to have the larger decals available in black or white reflective material.  They are cutouts like the Enve SES rims.  For standard alloy rims I will have a white on black reflective decal.

Don't peel them off!

daytime

nighttime

 

Does you wheelbuilder do this?

Part of selling wheels is servicing them.  Rest assured, I run a full service operation.  It takes the correct tools to do the job right.  You don't want to purchase $600 hubs only to have someone monkey around with the wrong tools and warp the bearing bores.  Make sure you buy from someone that knows what he is doing.