COLORADO SPRINGS, Colo. - The United States Olympic & Paralympic Committee today unveiled new brand marks and identities for the three Paralympic summer sports internally managed by U.S. Paralympics. The refreshed visual identities for U.S. Paralympics Cycling, U.S. Paralympics Swimming and U.S. Paralympics Track & Field will create unique identities for each sport and to raise awareness of Paralympic sports across the nation.
“Awareness of the Paralympic Movement has grown tremendously in the U.S. over the past few years, and these marks are going to help elevate each of these sports in new ways,” said Julie Dussliere, chief of Paralympic sport. “With the sports having their own look and feel, we will be able to better market the sport to fans, introduce the sport to new athletes and celebrate the accomplishments of the athletes from each sport.”
The three marks capture the unique characteristics of each sport, while also sharing cohesive elements through the use of color, shield and stars. Each mark has a visual representation of the sport, a unique accent color and a specific font identity.
"We are very excited to have our own visual identity with a unique look and feel," said Ian Lawless, director of U.S. Paralympics Cycling. "With the growth of Para-cycling in the U.S., it is important to us to have an iconic mark that people can identify with. Our logo speaks to the classic heritage of our sport, while conveying the pursuit of a finish line on the horizon that speaks to our athletes on all types of bikes, both on the road and the track."
The new brand marks and identities for the Paralympic winter sports managed by U.S. Paralympics will be unveiled in late 2019.
The new marks and identities were created by Axio Design of Colorado Springs, Colorado.