Draftfcb Helping to Brand U.S. Freeskiing From Scratch

Draftfcb New York recently got an interesting assignment from the United States Ski and Snowboard Association—to help build the brand identity for U.S. Freeskiing ahead of the first-ever freeskiing Olympic events, set to take place at the 2014 Winter Games in Sochi, Russia. Check out the new logo above. "Clearly, it's patriotic in nature," USSA CMO Andrew Judelson tells Adweek. "It provides flow. In the U, you actually see the U of a halfpipe. At the end of 'skiing,' you see an inversed N, which is a play off a trick in freeskiing.