Thunderhead Alliance, the North American coalition of 140 biking and walking advocacy organizations, will now be officially known as Alliance for Biking and Walking.

“The Alliance has many reasons for the rebranding,” says Jeffrey Miller, President of the Alliance. “This is a vibrant and growing movement of grassroots organizations working to improve their communities through better biking and walking.”

The new name is the most visible piece of a complete rebranding including a new logo, color scheme, tagline and website. The new website of the Alliance reflects the tag line with http://www.peoplepoweredmovement.org.

“As the movement has grown more sophisticated and stronger with more partners and members, we realize we need a name and image that more effectively communicates our purpose,” explains Miller. “We are proud of our roots, but the organization has long outgrown its name.”

The organization adopted its name from its birthplace at the Thunderhead Ranch in Wyoming. In 1996, 20 leaders of 12 bicycle advocacy organizations gathered at the Ranch and recognized the strong need to link state and local bike advocacy organizations and leaders. The organization continued to grow, helping new bicycle advocacy organizations get off the ground. In recent years pedestrian advocacy was added to the Alliance’s mission and many of the Alliance’s member organizations now work to increase walking and pedestrian safety.