American Bus Association (ABA) Rolls Out Fresh Branding Ahead Of Centennial

The American Bus Association (ABA) is gearing up for its 100th anniversary with a bold new look — featuring 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,” according to a press release. “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,” Fred Ferguson, President & CEO of the American Bus Association, said. “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.”

The release added: “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 worldclass website, refreshed marketing materials, and digital platforms that bring the new brand to life.”

The new brand was developed in partnership with Pilot, a creative and strategic agency based in Boston.