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CEO DATELINE – Archery group adopts new logo, new aims

Jan. 11, 2019
By Martin Berman-Gorvine

The Archery Trade Association has undergone a rebranding, adopting a new logo, new mission statement and new vision statement. Staff and members worked on the rebranding last year, setting new long-term goals. ATA pointed out this is the first time it has rebranded since dropping its former name, the Archery Manufacturers and Merchants Organization, in 2003, 50 years after its founding.

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The new mission statement: “We exist to inspire growth, increase participation, and preserve the sports of archery and bowhunting.” 

Ben Summers, chairman of the board of directors and vice president of T.R.U. Ball Archery Releases and AXCEL Archery Sights and Scopes, said of the new logo, “Its red color represents power, and the external broadhead and internal field point represent bowhunting and tournament archery. Their combined strength will inspire our members and remind them that the ATA is far more than a successful trade show,” which takes place annually.

New ATA LogoNew ATA logo (top)

ATA’s new vision statement says the group aims to attract archers and bowhunters; defend, educate and lobby for the industry and sports; and preserve and promote archery and bowhunting “to ensure active consumer participation, and successful manufacturing and retailing for generations to come.”