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The New Face of the League

Across the country, a bicycling renaissance is afoot. Bike commuting is on the rise, new audiences are being drawn to two wheels and entire cities are being transformed by active transportation.

Yeah, it’s an exciting time to be a bike advocate.

As a leader of the national movement, the League is stepping up its game to meet that momentum. We’re giving ourselves a tune up— and looking to the future. This morning, we launched our new logo and branding at the National Women’s Bicycling Forum here in Washington, D.C.


Our new look may seem a bit familiar: It draws on our unique history and depth of knowledge, using elements of the original winged wheel logo of the League of American Wheelmen. But, with a modern edge and forward motion, it also showcases our commitment to propel the new, diverse and growing ranks of bicyclists in the United States, recognizing and representing the current and future face of the cycling movement.

The evolution of our new branding has been six months in the making — and we were so lucky to work with Language Department in New York City to bring it all together. Both incredible designers and active bicyclists, Language Department did a deep dive into the League’s heritage, our position in the bicycle advocacy landscape and the attributes that make us unique. Not only did they freshen and sophisticate our look, but helped us really hone in on who we are — and who we want to be as an organization.

Our work and our core mission — promoting cycling and looking out for everyone that rides a bike — remains the same. Our commitment to you is stronger than ever. But, with the addition of exciting new programs like Women Bike and our broader equity initiative, we are committed to opening the doors to everyone who rides — or wants to ride — in the Bicycle Friendly America we’re working so hard to create.

And the logo is just the beginning. Tonight at the National Bike Summit, League President Andy Clarke presented the full rebranding and our exciting course forward. Click here to watch Andy’s remarks.


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