The American Bus Association (ABA) is celebrating its upcoming 100th anniversary with a bold, refreshed brand identity, unveiling a modern new look and a memorable centennial logo to mark the milestone.

The unveiling marks a milestone moment as ABA prepares to celebrate a century of service and anticipates growth in 2026, the association said.

ABA’s Rebrand 

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.

“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,” said ABA’s President/CEO Fred Ferguson. “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.”

Recognizing Legacy, Aligning Identity

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 the core elements of ABA’s DNA — transportation, service, and community. The new mark’s circular form represents togetherness around a table. At the same time, the central design nods to ABA’s transportation heritage through the wheel icon — a reminder that the industry is built on movement, togetherness, and the collective drive to keep moving forward.

The rebrand was developed through extensive engagement with ABA’s board, leadership councils, and membership, ensuring the new identity reflects the full breadth of the association’s community.

What’s Next?

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” for millions of travelers across North America.

"In 1926, this all started with a few determined folks who believed in the power of travel,” said 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.”

Attendees at ABA’s 2026 Marketplace in Reno, Nevada, will be the first to experience the whole centennial brand experience, with exclusive merchandise, digital previews, and commemorative items available to celebrate the next chapter of the ABA. 

The full transition is expected to be completed in early 2026, with the debut of a new website, refreshed marketing materials, and digital platforms that bring the latest 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.