Alliance > Media center > Press Releases

Thunderhead Alliance Becomes the Alliance for Biking & Walking

Posted: 03/04/2009

New Name Reflects Expanded Mission, Expanding Movement

Thunderhead Alliance, the North American coalition of 140 biking and walking advocacy organizations, will now be officially known as Alliance for Biking and Walking.

“The Alliance has many reasons for the rebranding,” says Jeffrey Miller, President of the Alliance for Biking & Walking. “This is a vibrant and growing movement of grassroots organizations working to improve their communities through better biking and walking.”

The new name is the most visible piece of a complete rebranding including a new logo, color scheme, tagline and website. The new website of the Alliance reflects the tag line with http://www.PeoplePoweredMovement.org.

“As the movement has grown more sophisticated and stronger with more partners and members, we realize we need a name and image that more effectively communicates our purpose,” explains Miller. “We are proud of our roots, but the organization has long outgrown its name.”

The organization adopted its name from its birthplace at the Thunderhead Ranch in Wyoming. In 1996, 20 leaders of 12 bicycle advocacy organizations gathered at the Ranch and recognized the strong need to link state and local bike advocacy organizations and leaders. The organization continued to grow, helping new bicycle advocacy organizations get off the ground. In recent years pedestrian advocacy was added to the Alliance’s mission and many of the Alliance’s member organizations now work to increase walking and pedestrian safety.

The new name and brand identity are the result of a yearlong rebranding process facilitated by Smart Meme Studios. After months of member input, communications inventory, stakeholder interviews, surveys, meetings, and multiple creative rounds, the final name, tagline, and logo were chosen.

“Our new name and logo reflect that we are an organization committed to both biking and walking advocacy,” explains Noah Budnick, Chair of the Board of the Alliance for Biking and Walking. 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 organization’s new green color scheme is representative of the ecological benefits of biking and walking.

While some things are changing, the core work of the Alliance is the same. “The Alliance has always been about supporting grassroots biking and walking advocacy organizations. This is still our core work and our mission,” says Miller.

The Alliance for Biking and Walking has grown from a coalition of 12 organizations in 1996, to 140 united biking and walking advocacy organizations today. To learn more about the Alliance and its name change see http://www.PeoplePoweredMovement.org.