Learn about the ATC’s New Look and Vision

As we celebrate 100 years of caring for the Appalachian Trail, we’re lacing up our boots to realize our bold new vision for the next century: a protected, resilient, and connected Trail and surrounding A.T. landscape for all. 

Throughout our history, one the ATC’s top priorities has been to ensure an open and connected Trail from Georgia to Maine. The trailblazing work of our early years, the substantial efforts to relocate the Trail to optimized locations and ultimately within conserved lands, and the current Hurricane Helene recovery efforts all demonstrate this constant goal.

And while the A.T. remains our central focus, our new vision communicates that our efforts go beyond just the Trail. 

• We care about actively and collaboratively managing, repairing and enhancing the A.T.’s features — like shelters, trailheads and scenic vistas — to create more sustainable and enjoyable visitor experiences.  

• We care about improving resiliency of the native wildlife and ecosystems found in one of the most significant wilderness corridors in the eastern United States.  

• We care about the people who step foot on it — whether they aspire to explore every mile or find respite and unplug for just a few minutes.   

To reflect this enhanced focus, the Appalachian Trail Conservancy has a new look that emphasizes our commitment to protecting the A.T. realm and experience for all in the next 100 years.   

Our Tagline

“Keep the Trail Alive” is our motto and represents our steadfast commitment to conserving and caring for all 2,197.4 miles of the A.T. and its adjacent lands. Every day, and in all that we do, we strive to keep the A.T. alive today and for future generations, so that everyone can step on its path and walk away transformed. 

Our Logo and Visual Elements  

The ATC’s new look reflects how the scope of the ATC’s work has evolved over the last 100 years and 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. 

The concept for our logo was inspired by the conservation of nature and the biodiversity that is critical to the A.T., as well as the ongoing efforts needed to maintain the Trail and its surrounding landscape.

The design symbolizes the budding growth and climate resiliency that sprout directly from ATC’s conservation efforts. It also represents the outstanding volunteer work required to maintain the integrity of the treadway.

Our color selection was also deliberate, intended to mirror the green tunnel forests that are so iconic to the A.T. experience and the blue, clear skies when you’ve reached a summit and look out over a scenic vista.

While some things have changed, what remains constant is our tireless work to ensure the Trail not only exists but thrives as a national scenic treasure, enriching the lives of those who explore it. Behind every serene view and well-trodden section of the Appalachian Trail lies the dedicated and thoughtful efforts of the ATC, in close collaboration with the local Clubs, public agencies and volunteers.  

Throughout our Centennial Celebration, we’ll be sharing stories of how the ATC’s mission-driven and cooperative work is improving the Appalachian Trail experience via our website, newsletters and social media. Follow us, subscribe, and become an ATC member to help Keep the Trail Alive.