STURGIS, S.D. – The City of Sturgis has unveiled a new logo and branding campaign for the annual Sturgis Motorcycle Rally.
City leaders say the new branding identity will begin with logos, messaging, and creative elements and will continue to grow across many channels in coming years.
The new brand follows on the heels of the city terminating its contract with SMRi, who have been in charge of branding for many years. However, because of a court ruling that has resulted in fewer intellectual properties held by SMRi, Sturgis Mayor Mark Carstensen says the city could establish its own logo, tagline and marketing that it could use for all of its City owned assets.
Sturgis Public Information Officer Christina Steele says while the ‘Rally’ is known around the world, there is only ONE true epicenter, and it requires an iconic and durable badge of recognition.
Sturgis city officials say by holding exclusive ownership of this brand and leveraging its global significance, the community of Sturgis will be able to partner with global brands and local businesses alike.
Sturgis Rally Director Jerry Cole talks about the meaning in the new logo. “Of course, it means riding and the curving roads and that’s what the ‘S’ symbolizes is the winding roads throughout Sturgis and the Black Hills and the city name with the ‘S.’ The wings depict the motorcycle and the motor, and it represents the freedom and the patriot that come here every year to ride free in the hills.”
City leaders say this effort will enhance the connection of the city’s partners’ brands with the attendees of the Experience while ensuring the highest degree of tangible benefits to the residents of Sturgis.
The city unveiled the following campaign posters today:
VIRTUES // The “Four Freedoms” of the City of Sturgis Motorcycle Rally
The American Spirit >>
The Eagle is the purist form of freedom in the Black Hills, and there is no event that embodies the American Spirit more than the City of Sturgis Motorcycle Rally. The open wings of our new icon are symbolic of Freedom, and the welcoming of our many visitors each year.
The Black Hills >>
Riding a motorcycle through the winding roads of the Black Hills is one of the most defining experiences for a rider at the City of Sturgis Motorcycle Rally. The “S” found within the new icon represents our winding roads, in addition to our community – STURGIS.
The Motorcycle >>
The ‘Winged S” icon is designed to pay homage to the Motorcycle. The wings double as exhaust pipes and the lateral lines denote the cooling fins of a cylinder. These light nods are a tribute to the machines that grant riders access to the freedoms we enjoy on the open road.
Generational Riding >>
The new icon embodies a modern-vintage virtue; a classic badge of honor for heritage riders, with the modern simplicity that welcomes new generations of riders. The mark also resembles an eagle, with its head facing forward (the future) and its tail backwards (the past), connecting the generations with open wings.
Sturgis officials say each year will continue to have its own logo, but the new logo will serve as the overall brand for the rally for years to come.
