Sturgis Rally unveils new official logo

STURGIS, S.D. — For the first time in its 81 year history, the Sturgis Rally now has permanent branding.

A year-and-a-half of work went into creating the new official logo. The city hired an international marketing company to help create the brand and held ten focus groups around the country before selecting the design.

The unveiling was Thursday in a ceremony at the Loud American Roadhouse in Sturgis.

It features an “S” with wings – the “S”, of course, for Sturgis – the wings represent the freedom of the motorcycle.


Rally Director Jerry Cole also says the brand represents the history of the event with an eye on the future.

“It depicts our history with the “S” and the eagle wings looking forward to the future and the tail represents going back to the past,” Cole said.

Cole says the purpose of the new brand is to have a logo that Sturgis can provide business sponsors.

There will still be a yearly logo change that appears on shirts and banners, and the 2021 edition will be revealed in about a week.

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