From a press release issued by the AMA:

AMA UNVEILS NEW BRAND IDENTITY AT LAS VEGAS EVENT



PICKERINGTON, OHIO — On the eve of its 80th anniversary, the American Motorcyclist Association (AMA) is pleased to reinforce its commitment to reaching even more motorcyclists and growing its membership and political strength, with the unveiling of a new branding project, a new logo, and the tagline, “rights. riding. racing.”

The unveiling took place last night at the 2003 AMA Pro Racing Awards Banquet at the Rio Suites Hotel & Casino in Las Vegas, Nevada.

The new AMA logo is only the third major redesign in the Association’s 80-year history. It replaces the familiar “star” logo, which was introduced in the late 1970s.

“Throughout the AMA’s history, change has been necessary to ensure the Association’s future,” said AMA President Robert Rasor. “We believe that the new AMA logo updates the Association’s identity, while respecting the history and traditions that have carried the AMA through its first 80 years.”

The goal of the new tagline — “rights. riding. racing.” — is to better convey the mission of the AMA. This message, accompanied by the new logo, will be delivered to the AMA’s traditional audiences of road riders and off-road riders, and also to new and young riders, minorities and women.