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@Regal
This is correct.
We also read type that is at 90° (i.e., vertical rather than horizontal) better when it reads from the bottom up than from the top down. So the Raleigh logo is the 'right' way round to be read when shouldered in a CX race.
In Germany books are designed with the spine text reading bottom to top for this reason. In English for some reason we decide it's more important that the spine text should read the right way up with the front cover facing up.