US Figure Skating has unveiled a new visual identity for its events, with the goal of creating a stronger and more recognizable connection across competitions while preserving the individuality and tradition of each event. New logos, developed in partnership with Old Hat Creative, will immediately begin appearing across events, signage, merchandise, and digital platforms.
”Every one of our events has its own history, traditions and special place within the skating community, but they are also all part of US Figure Skating,“ US Figure Skating Chief Commercial Officer Annie White said. “This new identity makes that connection clearer. It gives us a more consistent way to showcase our events, strengthen the US Figure Skating brand and build recognition for our sport.”
Inspired by the movement, artistry, and athleticism of figure skating, the logos feature sweeping curves and intersecting lines that evoke the edges and tracings skaters leave on the ice. Abstract skater forms capture the rotation, extension, and movement seen throughout the sport.
The new look is designed to make US Figure Skating events more immediately recognizable as part of the same family, whether seen in competition venues, on merchandise, through broadcast or across digital and social platforms.
The project is also part of a broader effort to strengthen how the US Figure Skating brand is presented to athletes, members, fans, partners and new audiences. Old Hat Creative is a leading sports and corporate strategic, research and creative agency.
