On the eve of its 80th anniversary, the American Motorcyclist Association (AMA) unveiled a new branding project, a new logo, and the tagline, “Rights. Riding. Racing.” The unveiling took place at the 2003 AMA Pro Racing Awards Banquet at the Rio Suites Hotel & Casino in Las Vegas, Nev. The new AMA logo is the third major redesign in the Association’s 80-year history. It replaces the familiar “star” logo, which was introduced in the late 1970s.
“We believe that the new AMA logo updates the Association’s identity, while respecting the history and traditions that have carried the AMA through its first 80 years.,” said AMA President Robert Rasor.
The goal of the new tagline is to better convey the mission of the AMA. This message, accompanied by the new logo, will be delivered to the AMA’s traditional audiences of road riders and off-road riders, and also to new and young riders, minorities and women.