Alliance for Biking and Walking

Alliance for Biking and Walking is the new identity for the organization formerly known as Thunderhead Alliance, a North American coalition of 140 biking and walking advocacy organizations. The new name is the most visible piece of a complete rebranding by SmartMeme Studios that included a new logo, color scheme, tagline, and website domain. The new name and brand identity are the results of a yearlong rebranding process facilitated by SmartMeme Studios. After months of member input, communications inventory, stakeholder interviews, surveys, meetings, and multiple creative design sessions, the final name, tagline, and logo were chosen.

The new logo is made up of two abstract shapes that represent the most basic elements of biking and walking: a pair of legs and a bike wheel.

The new logo is visually unique compared to a survey of hundreds of bike organization logos, highly striking and functional at even the smallest scale size.

The new tagline also serves as the new website domain: PeoplePoweredMovement.org, which also works playfully by suggesting a duality of meaning and interpretation.