New Look For U.S. Olympic Committee

With a nod toward brand-building, the U.S. Olympic Committee Thursday unveiled a new identity for the 2002 Olympic and Paralympic Teams that will compete next year in Salt Lake City.

For the first time, the organization has created a consistent look designed to appeal to the public. A series of marks will be carried on team uniforms, casual apparel and on merchandise and collateral materials, including USOC publications, its Web site and hospitality decor. They will, of course, also be available for use by sponsors and suppliers.

Using cool colors, a snowflake and the five Olympic rings as elements, a series of logos highlights USA 2002. They identify the games and the host nation but do not replace the five-rings logo that the International Olympic Committee authorizes the USOC to use.

A USOC executive said the new look, with All-American colors, will be “both bold and inviting during competition and at retail.”