USA Bobsled unveils new logo

Utah Olympic Park Bobsled Luge Skeleton Track. Photo: Michele Roepke.

COLORADO SPRINGS, Colo. – USA Bobsled Skeleton (USABS) unveiled its new logo at the national team camp in Colorado Springs on Saturday. USABS is headquartered in Lake Placid, NY administrating its local Olympic bobsled/skeleton track as well as in Park City, Utah; the only two tracks in the country.

The logo is composed of elements representing the organization’s mission, vision, and core values while highlighting the speed of the sports and the strength of its athletes.

USABS Chief Executive Officer Aron McGuire surveyed athletes, coaches, and staff earlier this year about the former logo and the need for updated branding.

“We discovered that 75% of those surveyed felt it was time to update our brand,” McGuire said in a statement. “The consensus was that there was a desire for a clean, modern, bold, and clear logo, and I feel like we accomplished that with this new mark.”

USABS worked with Axio Design to develop the new brand.

The logo includes a custom typeface that was designed specifically for the brand.

The colors honor the United States of America and evoke unity and pride for all teams and athletes representing our nation. The two stripes represent the sports of bobsled and skeleton, and the three stars embody the core values of teamwork, commitment, and integrity.

The shield itself symbolizes safety, stability, solidity, and boldness. The shape conveys protection for athletes as a safe and supportive environment to train and thrive in the sports of bobsled and skeleton.