Albuquerque Route 66 Centennial
Level 2: Image Builder
In 2026, Route 66 turns 100. Albuquerque holds the longest continuous urban stretch of the Mother Road in the country, positioning the city at the heart of the Centennial celebration. Ripe developed a scalable brand identity system that honors Route 66 nostalgia while projecting Albuquerque forward for the next century of travelers.
BRAND STORY
100 YEARS, COUNTLESS STORIES
Route 66 served as America’s backbone for fifty pivotal years—the escape route for dreamers seeking a new start in California. They were only passing through, but ABQ’s crossroads of cultures gave them their first taste of the golden West. Central Avenue lit their way with a neon compass—18 miles of glorious glitter and glow pointed toward L.A. Only fragments of the Mother Road remain now, and none of them are grander than our own. It hums with the nostalgia of the past and the dynamic energy of the future.
Happy birthday, Route 66. Still classic…forever cool.
VISUAL IDENTITY SYSTEM
The Centennial identity was built as a scalable visual system rather than a one-off mark. At its core is a flexible logo framework supported by typography, color palettes, graphic motifs, and layout standards that adapt across formats and partners. The system enables city departments, tourism teams, event organizers, and local businesses to maintain consistency while tailoring applications to their needs, ensuring the Centennial brand remains cohesive, recognizable, and durable well beyond the campaign itself.
COMMEMORATIVE PROMOTIONS & COLLECTIBLES
Postcards featuring bold, neon-inspired graphics, stylized artwork drawn from refurbished signs along the route, and a playful mix-and-match sticker set invite people to build their own vintage-style messages and road signs. Each piece brings the Centennial identity into events, shops, and everyday life.
CUSTOM WEARABLES
Custom-designed shoes commissioned by Visit Albuquerque help promote ABQ at events locally and nationwide. A variety of t-shirt designs extend the brand’s styling, messaging, and graphic language into promotional giveaways and merchandise.
PORTLAND LOO
A newly installed public restroom on Civic Plaza received a Route 66 Centennial wrap. Bold graphics and playful details make it hard to miss when nature calls.
CO-BRAND LOGOS
Custom co-branded logos were developed for iconic Route 66 businesses, carefully integrating the Centennial identity into existing logos while keeping each brand bold, fun, and instantly recognizable.
REMIXED SUB-BRAND
Route 66 Remixed transforms Albuquerque’s 18-mile stretch of the Mother Road into a citywide art experience, featuring 18 large-scale murals, public installations, and augmented reality activations. Ripe developed the sub-brand identity and launch materials to introduce and support this ambitious Centennial initiative.
“It has been a pleasure to collaborate with Ripe Inc., Donna, and Len on the City’s Route 66 Centennial branding. Their dedication to the success of this campaign, paired with their creativity, professionalism, and genuine care for their clients and projects, is evident at every step. The result is a brand that authentically reflects Albuquerque’s spirit and sets the tone for a memorable centennial celebration.”
