U.S. Ski & Snowboard unveils new brand
New logo provides unifying mark throughout organization
June 20, 2017
The U.S. Ski and Snowboard Association unveiled Monday morning its official rebrand as U.S. Ski & Snowboard. Along with the name change, a new brand mark will unite athletes, members and fans as one team with a vision to be Best in the World in Olympic skiing and snowboarding.
The brands of the U.S. Ski & Snowboard Teams have become recognized commercial marks in winter Olympic sport, capturing the spirit of the organization's action sports. A variety of marks have been used over the institution's 112-year history, including most recently logos for the three national teams – the U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing – and a master association logo. With the advent of the new mark, all elements of U.S. Ski & Snowboard are now tied together under the strength of one brand.
"With the continuous evolution of our sports, it was important for us to have a common brand that truly represented who we are as an organization and what we aim to achieve across all of our different sport programs and teams together," said Tiger Shaw, U.S. Ski & Snowboard president and CEO. "The U.S. Ski & Snowboard brand embodies our core values and unites our entire organization, fueling a passion for our sports at every level. The single, iconic mark will propel us forward as we continue to grow our sports and strive for athletic excellence."
Throughout the two-year rebranding project, U.S. Ski & Snowboard called on a variety of experts to provide insight. Nike Senior Strategic Advisor Jeanne Jackson led the branding task force efforts, working alongside industry leaders including United States Olympic Committee Chief Marketing Officer Lisa Baird and many others. U.S. Ski & Snowboard athletes and stakeholders also provided input via large surveys and many interviews. Harrigan Design Group in Boston, I.d.e.a, a San Diego-based consulting firm, and many other firms developed various iterations before landing on the aspirational, unifying mark.
“Uniting the U.S. Ski & Snowboard brands will bring increased strength and marketability to the organization," said Jackson. "As a mom with two kids who participated in U.S. Ski & Snowboard programs, it's an honor to play a role in shaping a brand that represents the passion we all share for skiing and snowboarding – from our Olympians to our members and young athletes alike.”
"U.S. Ski & Snowboard is a model of consistency on and off the snow, and this move to elevate and unify its brand ahead of the PyeongChang Games will only enhance their position as a leading organization in winter sport worldwide," said Baird. "Together, as part of the Team USA family, we not only support America's current and future elite athletes, we work to grow and strengthen the Olympic Movement in the United States – and this type of forward thinking will help us in that endeavor."
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The crest has a contemporary, clean and confident design, empowering all athletes to pursue personal greatness:
Best in the World Vision: Each element of the mark embodies the most critical elements of the organization's vision and mission, and its core values of excellence, passion, community and team.
One Team: For the first time, all teams and athletes of U.S. Ski & Snowboard will be united under one brand and one brand mark.
Patriotism: The mark is emblematic of a patriotic team including stars and stripes, elements of the American flag, as a symbol of national pride.
Mountain Trails: Mountain trails are symbolic places that hold a special place in the hearts of skiers and snowboarders.
Athletic Excellence: The three stars signify a podium – the three Olympic medals – representing the primary focus of athletes as they strive to be the Best in the World.
"We focused our efforts on bringing to life two of the critical core values of U.S. Ski & Snowboard: team and excellence," said Ryan Berman, co-founder of i.d.e.a. "Stakeholders from all sports had a say in the creative process and we hope this is just one more reason everyone will constellate together behind the new mark. This project has been one of the more joyful contributions-to-country assignments for our team and we're very thankful for the opportunity."
The new crest was first introduced by U.S. Ski & Snowboard's world-recognized athletes in February 2017 at World Championships, key World Cups and on the Toyota U.S. Grand Prix tour. The June 19 public roll out, including rebranded social media channels, engages the entire U.S. Ski & Snowboard community ahead of the organization's pre-Olympic Partner Summit. A limited amount of branded apparel is available in conjunction with the launch and can be purchased at donations.usskiandsnowboard.org.
U.S. Ski & Snowboard is one of the most successful U.S. Olympic sports organizations, having won 38 medals, including 14 gold, in the last two Winter Games. Its athletes will be among favorites across all ski and snowboard events at the upcoming 2018 Olympic Winter Games in PyeongChang.