This rebrand was a true passion project! As avid hikers, we wanted to help ATC thrive for another century. Our journey began with research—listening to ATC leadership, key stakeholders, and the hikers who cherish the trail. Inspired by preservation and biodiversity, the new brand reflects nature’s delicate balance and resilience. The logo symbolizes budding growth, climate resiliency, and ATC’s unwavering commitment to conservation.

The effort officially launched in early 2025—here’s to another century of adventure and stewardship!