U.S. Masters Swimming (USMS), the national organization that provides organized workouts, competitions, clinics and workshops for adults aged 18 and over, has unveiled a new logo design.
About a year back, U.S. Masters Swimming formed a task force charged with the rebranding of this sports organization. The work of this brand task force led to this new blue and red logo design. The logo features a stylized pictograph of a swimmer with somewhat asymmetrical waves underneath him. The name of the organization is typeset in bold, bock letters alongside.
Lynn Hazelwood, the branding task force head said, “We feel that the new brand logo represents our organization, where we are today and where we will be in the future. We are pleased with the commitment of the Board of Directors and the U.S. Masters Swimming staff to the process and we are confident that this logo successfully defines U.S. Masters Swimming.”
“The icon in our new logo embraces our tradition of pool swimming while also coming across as very inviting to recreational and fitness swimmers, open water swimmers and triathletes,” commented Executive Director Rob Butcher. “It was our goal to maintain our heritage while also recognizing the future of adult swimming.”
The new sports organization logo will henceforth be used on all U.S. Masters Swimming clubs, sanctioned events and advertising material.
I think the branding task force did a great job, even though the red and blue colors for anything “U.S.” is sort of cliche. The icon will be memorable in its symbolism and should stand the test of time.