"This redesign embodies a fresh look for the USOC and reflects our desire to work collaboratively with the IOC, our international counterparts and our many constituencies," USOC Chief Executive Officer Scott Blackmun. "The new logo is striking, appealing and offers us a timeless identity. The American flag is the most recognized symbol of our country, and putting it at the center of our marks signifies the importance of identifying with the history and spirit of our country."
The new USOC institutional mark is the official seal of the USOC, and features the United States flag and the Olympic Rings in the designated IOC colors. The new design integrates these elements in identical proportions to denote equality and is contained by a circular boarder to symbolize unity. The institutional mark will be used for ancillary USOC programs such as the U.S. Olympic Hall of Fame, U.S. Olympic Team Trials, Olympic University and U.S. Olympic Training Centers.
The new USOC commercial mark resembles the institutional mark, but features either the five Olympic Rings or the three Paralympic elements below the American flag. The circular boarder is embossed in a classic red or deep blue. The commercial mark will be used on apparel for U.S. Olympic and Paralympic podium wear, Opening and Closing Ceremony apparel, and for uniforms worn on the field of play.
The new Team USA shield mark features the historical Olympic shield and the 13 stripes of the American flag. It combines retro styling with bold and modern typefaces. It will be used as a secondary mark for Team USA and will be utilized on USOC apparel.
"I was very pleased to see the U.S. Olympic Committee's new logo and all that it represents, including the USOC's continued commitment to collaborating with the worldwide Olympic Movement, said Gerhard Heiberg, member of the IOC Executive Board and Chairman of the IOC Marketing Commission. "These marks strengthen our unity and contribute to our collective goals in furthering Olympism."
The new USOC marks will remain consistent over coming quadrennial cycles, eliminating the need for frequent "Look of the Team" redesigns. The consistent application of these new logos will effectively enhance the USOC brand with a clear, meaningful and purposeful mark. The new brand architecture and style guide will provide a logical framework for the application of the marks across all media and will assure greater value for National Governing Bodies, sponsors, licensees and business partners.
The new marks were designed by FITCH marketing services, a global design consultancy established in 1972. FITCH operates eight studios across North America, Asia, Europe and the Middle East. The company employs 350 staff members and is a part of WPP PLC.