The International Mountain Bicycling Association now has a chain-link logo, designed by advertising firm Carmichael Lynch. The firm has also created a series of tongue-in-cheek adverts, postulating what MTBers would do if they had no trails to ride on.

IMBA unveils new logo and ad campaign

"The new IMBA logo is a simple, strong image with a modern vibe," said Pete Webber, IMBA’s communications director.

Accompanying the logo (not shown above) are four symbols that describe IMBA’s work: Speak, Build, Respect, Ride.

The campaign also introduces new print ads with the tagline: "What would we do without trails?" The ads feature mountain bike riders in improbable situations, such as displaying their pecs in a bodybuilding contest, to demonstrate what cyclists might do if there were no trails to ride.

"Describing IMBA’s work in a compelling way is difficult. Advocacy, lobbying, land managers, government bureaucracy – it’s not the stuff most mountain bikers want to hear about," said Webber.

"This new campaign gives our brand some energy. It describes our work in a straightforward manner and presents dynamic ads with an emotional tagline."

To celebrate the new campaign, IMBA is holding a contest on the IMBA website to encourage mountain bikers to submit their own "What would we do without trails?" photograph. The winner will earn a Juan Solo singlespeed mountain bike from Salsa Cycles.

"The true measure of IMBA’s work is trail access – our top priority is ensuring people have great trails to ride. But being able to put a fresh, new spin on our image is important, too. We need to catch the eyes of mountain bikers. This is a first step in attracting riders to our movement and enlisting them as IMBA supporters. For mountain biking, more IMBA members means more clout and better riding," said Webber.

http://www.imba.com

In other news...

Wattbike calls on PM to ‘do more’ for UK businesses hit with surging costs due to pandemic

Wattbike is calling on Boris Johnson to ‘do more’ for UK businesses who are being …