STURGIS, S.D.(KBHB) – The City of Sturgis has unveiled a new branding campaign for the annual Sturgis Motorcycle Rally.

City leaders say the new branding identity will begin with logos, messaging, and creative elements and will continue to grow across our many channels in coming years.

The new brand follows on the heels of the city terminating its contract with SMRi, who have been in charge of branding for many years. However, because of a court ruling that has resulted in fewer intellectual properties held by SMRi, Sturgis Mayor Mark Carstensen says the city could establish its own logo, tagline and marketing that it could use for all of its City owned assets.

Sturgis Public Information Officer Christina Steele says while the ‘Rally’ is known around the world, there is only ONE true epicenter, and it requires an iconic and durable badge of recognition.

She says by holding exclusive ownership of this brand and leveraging its global significance, the community of Sturgis will be able to partner with global brands and local businesses alike.

They say this effort will enhance the connection of the city’s partners’ brands with the attendees of the Experience while ensuring the highest degree of tangible benefits to the residents of Sturgis.