American Bus Association Rolls Out Fresh Branding Ahead of Centennial
Rebrand reflects ABA’s renewed vision, strategic plan, and role as the unifying voice of North America’s $158 billion group travel industry
The American Bus Association (ABA), North America’s leading trade association representing the $158 billion motorcoach, charter bus, group travel, and tourism industries, is gearing up for its 100th anniversary with a bold new look— with a refreshed brand identity and special 100th Anniversary logo mark. The unveiling marks a milestone moment as ABA prepares to celebrate a century of service and prepares for growth going into 2026.
The rebrand follows a year-long strategic planning process that redefined ABA’s direction for the future. This process reaffirmed the association’s mission to connect people with places and champion the growth of the motorcoach and group travel sectors.
“This rebrand isn’t just a new logo—it’s a reflection of where we’re going as an industry,” said Fred Ferguson, President & CEO of the American Bus Association. “The process of listening to our members and partners was inspiring. We found the right balance between honoring our heritage and creating an identity that captures the depth, reach, and future of the group travel and transportation sectors. As we approach our 100th year, we are doubling down on our mission to drive economic opportunity, safety, and workforce excellence for the entire group travel community.”
Aligning Identity with Strategy
The redesigned brand pays tribute to ABA’s legacy in transportation and advocacy, while embracing ABA’s members-first strategic plan. The refreshed brand will be the catalyst for ABA’s future work, centered on four strategic pillars: world-class advocacy, safety and operational support, workforce development and sales growth.
The new branding retains core elements of ABA’s DNA—transportation, service, and community. The new mark’s circular form represents togetherness around a table, while the central design nods to ABA’s transportation heritage through the wheel icon—a reminder that the industry is built on movement, togetherness and our collective drive to keep rolling forward.
The rebrand was developed through extensive engagement with ABA’s Board of Directors, leadership councils, and membership, ensuring the new identity reflects the full breadth of the Association’s community.
Next Steps
As the countdown to 2026 begins, the updated branding is part of a larger campaign to celebrate ABA’s Centennial, honoring the association’s long-standing tradition of “opening roads”—literally and figuratively—for millions of travelers across North America.
“In 1926, this all started with a few determined folks who believed in the power of travel,” reflects Ben H. Rome, ABA’s Director of Communications & Brand. “They couldn’t have imagined the world we’re navigating today, but they’d definitely recognize the spirit behind our momentum going into our next 100 years. ABA, our members, and our brand are resilient. We are adaptive. And we’ll continue to be centered on connection and progress.”
Starting this month, members will begin to see the new branding pop up in various places as the changeover begins. Attendees at ABA’s 2026 Marketplace in Reno, Nevada, will be the first to experience the full centennial brand experience—with exclusive merchandise, digital previews, and commemorative items available to celebrate the next chapter of the American Bus Association. The full transition will be completed in early 2026, with the debut of a world-class website, refreshed marketing materials, and digital platforms that bring the new brand to life.
From its earliest days as a handful of operators organizing route standards to becoming a national force that moves millions and fuels $158 billion in economic activity, ABA has continuously evolved to meet the moment.
The new brand was developed in partnership with Pilot, a creative and strategic agency based in Boston, Massachusetts.
