USA Gymnastics announces rebranding as next step in ongoing evolution

TAMPA, Fla. – USA Gymnastics has a new look.

The National Governing Body for gymnastics in the United States revealed its new logo and brand overhaul on Thursday, coinciding with the first day of the 2022 OOFOS U.S. Gymnastics Championships.

In an exclusive media sneak peek on Wednesday, USAG CEO & President Li Li Leung reiterated that the overhaul wasn’t just a new logo but a reimagining of the brand, its mission and manifesto, and beyond, with the logo simply being the most public-facing aspect of the brand update as USAG continues to evolve as an organization.

“The rebuild of our organization, and our brand, began several years ago when we adopted a new organizational mission statement: to build a community and culture of health, safety and excellence, where athletes can thrive in sport and in life,” Leung said. “This brand begins with who we are and who we are aspiring to be as part of our cultural transformation.”

The logo (above) sees an abstract athlete rendering leading the way, with a flame in its trail representing rebirth, knowledge, and the Olympic movement. The symbol, as a whole, is meant to represent many facets of the sport working and flowing together. The USA is italicized to represent forward motion in multiple aspects, including the motion of the organization’s athletes and the NGB also moving forward from its dark past. Modern colors and fonts round out the design.

The new tagline is, “The movement starts here,” which embodies not only the physical movement of gymnastics and sport, in general, but also moving toward a better, more unified future for athletes and the community, from the grassroots level to Olympic level.

The new mission statement says, “Our mission is to build a community and culture of health, safety and excellence, where athletes can thrive in sport and in life.”

The key values of the organization are listed as safety, integrity, accountability, transparency, and listening.

The brand’s objectives are to 1) unite the sport and 2) move us forward, with the key tenants of the brand personality geared at being welcoming, progressive, confident, resilient, honest, empathetic, supportive, and fun.

A more detailed manifesto states: “USA Gymnastics is a diverse community that strives for excellence at every level. From the gym… To our communities… To the boardroom. We are 200,000 strong, serving the athletes of yesterday, today and tomorrow. We do it while building a model of safety, integrity, accountability, transparency, empathy and inclusiveness for others to follow. TOGETHER, we will move the sport forward to a future where excellence and compassion align. Athletes are the masters of motion. We are the pushers of progress. The movement starts here.”

You can see the full, public-facing rebrand presentation below.