SBJ/November 27 - December 3, 2006/This Weeks News

Joining the red wings: USA Track & Field moves to single logo

After nearly two decades of being identified by a red, inverted triangle, USA Track & Field will reveal a new logo this week that incorporates the winged foot worn by the governing body’s Olympians.

USATF developed a separate logo for its Olympic athletes featuring the winged foot seven years ago but continued to use a different logo for amateur athletes. The new logo, developed in-house, features raised wings around a solitary, navy blue star, and will link the entire body more closely with that Olympic imagery, said Ivan Cropper, USATF marketing director.

The old system “was akin to saying the New York Yankees had one logo for the regular season and then they changed it in time for the World Series,” Cropper said. “This new logo is about connectivity — being able to see that mark on those athletes and being able to feel like you’re part of it.”

Fred Popp, CEO and partner at SME Branding, questioned why the blue in the logo differs from that used by the U.S. Olympic Committee but praised the new mark, saying, “The traditional ‘winged foot’ clearly communicates the character of track and field. Clean and easy to read. Modern, iconic and simple.”

New products featuring the logo will be unveiled this week. Items including Nike Dri-fit apparel and footwear, as well as duffel bags, performance jackets and other items will be available online in January. Those items will hit retail in the third and fourth quarters of 2007 at stores such as Saks Fifth Avenue, Finish Line and Foot Locker.

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