ATC Unveils New Vision and Brand at Start of Centennial Celebration

100-year-old nonprofit’s call to “Keep the Trail Alive” represents its steadfast commitment to protecting the wild, transformative nature of the Appalachian Trail and its landscape for all.

 HARPERS FERRY, W.V. ─The Appalachian Trail Conservancy kicked off its year-long Centennial Celebration by debuting a new vision and brand identity that renews its dedication to the Appalachian National Scenic Trail and highlights its collaborative efforts to bolster the health, resilience and connectivity of the A.T. landscape for all.  

Since 1925, the Appalachian Trail Conservancy has managed and protected one of the country’s most treasured places, the Appalachian Trail, which is the world’s longest hiking-only footpath stretching more than 2,190 miles and a symbol of American ingenuity.  

“As we embark upon the Appalachian Trail Conservancy’s Centennial year, I’m excited to celebrate the amazing trail blazers who built and continue to strengthen the Appalachian Trail, and the moments that make up the ATC’s rich history as stewards of this national treasure,” said ATC President and CEO Sandi Marra. “We step into the next century with a renewed resolve to ensure the A.T. and its landscape are always protected, resilient, and connected for all. The ATC’s enhanced brand perfectly reflects this bold new vision.”  

Over the last 100 years, the scope of the ATC’s work has evolved and changed — from coordinating the building of the Trail; to achieving permanent protection for the treadway; to becoming a unifying entity that brings together the resources, expertise, private and public partners, and thousands of volunteers needed to manage the A.T. annually; to expanding conservation for the Trail’s landscape and natural habitats; and endeavoring to share resources and opportunities for everyone to have transformational experiences on the A.T. 

The ATC’s new brand identity manifests this growth and reflects the personality of the amazing and dedicated individuals who share their passion, talents, knowledge, love for the outdoors, zest and warmth by becoming ATC members, volunteers, partners and staff. Our new logo reflects the efforts needed to maintain the Trail and its surrounding landscape as well as the conservation and biodiversity that is critical to the A.T. Read more about the elements of the ATC’s new look in our blog.  

“Each year more than 3 million people visit the Appalachian Trail because it is a sanctuary from the modern world where nature thrives and people can connect with its transformative power. Yet most who step foot on the Trail don’t think about the thoughtful and proactive work that goes into stewarding this national treasure and its landscape,” said Jeri Ward, ATC’s Chief Growth Officer. “Our new brand and call to ‘Keep the Trail Alive’ more effectively communicate the essential role the ATC plays as a unifying entity, protector of nature, big-picture visionary, and cultivator of the A.T. experience.”  

In addition, the nonprofit launched today a new ATC Centennial microsite – keepthetrailalive.org where visitors can learn about the history of the organization, find ways to join the year-long celebration, and get special edition ATC Centennial merchandise that supports our mission-driven work.  

About the Appalachian Trail Conservancy
Founded in 1925, the Appalachian Trail Conservancy works passionately to manage and protect the Appalachian National Scenic Trail. As the only non-profit devoted exclusively to the entirety of the Trail and its landscape, we endeavor to keep its vast natural and scenic beauty healthy, resilient, and connected, so that everyone can experience its transformative power for generations to come. Together with our supporters, partners, and thousands of volunteers, we keep the Trail alive.   

Media Contact:
Ann Simonelli, 304.885.0482‌, asimonelli@appalachiantrail.org