MDA RIDE FOR LIFE rebrand

Ride for Life has become the world’s largest Harley-Davidson fundraising event to benefit MDA. Each Ride for Life event brings riders and H.O.G. Chapter members together, partnering them with families and kids living with neuromuscular diseases. MDA Ride for Life has raised over $21 million to fight degenerative muscle diseases. 

This year we celebrated Ride for Life's 30th Anniversary. 

The objective was to evolve and refresh Ride for Life's logo and visual identity for the 30th anniversary year. The new identity will incorporate the Muscular Dystrophy Associations new logo, while maintaining Ride for Life's strong brand equity. 

Here is one option of a modular identity system I designed for the rebrand of Ride for Life, which lends an overall powerful feeling of heritage and optimism. One of the most important and wonderful parts of this event is when children with muscular disease ride in sidecars along side their parents, giving them an exhilarating and overwhelming feeling of happiness.. as if they were given wings. This moment is illustrated in the icon and explains why wings are incorporated within the logo.

Art Director: Tracey Williamson

Designer: Eleni Dimou