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USA Swimming Unveils New Logos Aimed In Part To Appeal To Younger Fans

USA Swimming today unveiled a series of new logos to be used across its multiple levels of national events. The six new logos, each based on an underwater photo of a swimmer in action, have a uniform circular structure and color scheme of light and dark blue. The redesign has two primary goals, according to USA Swimming CMO Matt Farrell. The first is to establish a cohesive “family style” look across previously disconnected events. The second is to make the look more appealing to young fans. “Ninety-five percent of the athletes in these competitions are teenagers, so there was a concerted effort to make the identity of the events younger,” said Farrell. Each logo will feature between one and five stars, showing the event’s status in the hierarchy of competition, which USA Swimming is calling its Championship Series. Speedo Sectionals meets are one-star events, while national championships such as the Phillips 66, AT&T Winter Championships and Open Water championships are five-star events. “By creating new appealing graphics, making them simpler to understand and building an aspirational continuum of competition, these marks better represent our sport to those who participate in it,” USA Swimming Exec Dir Chuck Wielgus said in a statement. Two properties have been re-branded, with the Arena Grand Prix Series becoming Arena Pro Swim Series and Speedo Champions Series renamed Speedo Sectionals. The first event to feature the new design will be the Arena Pro Swim Series on Jan. 15-17 in Austin. The logos were designed by Colle+McVoy, the NGB’s ad agency, in conjunction with a group of USA Swimming staff members. Early versions were viewed by focus groups at the '14 Junior Pan Pacific Championships and at a number of USA Swimming clubs in Colorado.

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