STURGIS – The City of Sturgis has revealed its 85^th City of Sturgis Motorcycle Rally event mark which designers say represents the most foundational attributes of the Sturgis Motorcycle Rally.

The designer said the mark is constructed as a badge that the Rally will use for the next five years, and it's a direct translation of the larger Sturgis Motorcycle Rally brand ethos that was launched in 2021. 

He said the stars and stripes in the logo unite riders and our great nation. The hills in the logo represent the Black Hills that offer the best riding in the country.

The stars represent the Four Freedoms of Sturgis – The American Spirit, The Black Hills, The Motorcycle and Generational Riding. 

And, the Sturgis Winged-S represents the symbolic freedom eagle icon of our Rally. The badge format is a salute to the legacy of the Sturgis Motorcycle Rally.

“We’re excited to launch this new logo that represents so many aspects of the Rally,” said Sturgis Mayor Angela Wilkerson. 

The city will change the year and anniversary number on the logo each year over the next five years to make it unique to each Rally, but the badge itself will remain as-is in order to mark this next five-year milestone in Sturgis Motorcycle Rally's history.