[Note: this is #12 of a series of 20]
Designing wheels seems deceptively simple. Pick parts that fit the bike, ride, and budget. Make sure hub and rim drilling match and spoke length is correct. All too often, the design process is kept this simple and amazing opportunities are missed.
An exception is the fixie world, where a wheel’s cosmetic appearance gets special attention. Sure, beauty is only skin deep, but bravo to those designers who take the time to at least be fashionable. Got to love bikes where wheels make a visual statement.