An Independent Sturgis Brand

The city of Sturgis, South Dakota, has developed its own brand, firmly identifying itself as home to one of the largest motorcycle rallies in the United States. Creation of the new brand was sparked when the city terminated its contract with SMRi (Sturgis Motorcycle Rally, Inc.), which has been in charge of branding for many years.

Sturgis Rally Director Jerry Cole explains the meaning in the new logo. “Of course, it means riding and the curving roads, and that’s what the ‘S’ symbolizes is the winding roads throughout Sturgis and the Black Hills and the city name with the ‘S.’ The wings depict the motorcycle and the motor, and it represents the freedom and the patriot that come here every year to ride free in the hills.”

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