AMA gets a makeover

Magazine, website and logo receive facelift

By Motorcycle.Com Staff, May. 14, 2008
The American Motorcyclist Association has a new look.

The AMA’s official publication, American Motorcyclist, and its website have been redesigned. The AMA’s new home can be found at Gone are the red, white and blue colors, replaced by a white-on-black scheme with blue highlights.

“These are elements of our larger effort to shine a light on the people and personalities of motorcycling, and to change the way motorcyclists view the Association,” says Rob Dingman, AMA president and chief executive officer. “We continue to re-focus the AMA on its core mission of promoting and protecting the future of motorcycling.”

The AMA logo has also changed. The familiar blue ‘A’s around a red M’ are gone, replaced by a white logo using sharp-looking lettering with a star-shaped space inside the ‘A’s.

The new logo was created by Troy Lee, a race designer known for his work on customized helmets. Lee went back to the previous logo used from 1970 to 2000 and gave it a more modern look.

“The old AMA logo was like Coca-Cola, just so recognizable,” says Lee. “It was such a visible statement, and it had an American theme. So, we started with the old logo, changed it up maybe 20 percent, added some speed to it and made it a bit racier-looking, a bit faster-looking.”

The visual makeover is the latest in as series of changes the AMA has undergone this year, highlighted by the transfer of its racing properties to the Daytona Motorsports Group.

“For 84 years, the AMA has evolved to meet the changing needs of America’s motorcyclists,” says Dingman. “Although the new magazine, website and logo are three very visible parts of that process, this is not an evolution of image only. The AMA is changing in a number of tangible ways that will improve motorcycling across the board. The best part? We're just getting started.”

Related Reading:
The Future of the AMA and American Pro Motorcycle Racing