ISU Unveils New Brand Identity

The International Skating Union, on the eve of its congress meeting in Switzerland, revealed its new corporate brand along with the opening of new Headquarters in Lausanne, the latest part of its Vision 2030 program.

“The launch of our new brand identity is more than a visual change — it’s a symbol of our transformation,” said International Skating Union President Jae Youl Kim. “With ISU Vision 2030, we are entering a new chapter in our history, one that reshapes the future for our skaters, our audiences, commercial partners and the skating community around the world. This rebrand sets the stage for bold growth, stronger partnerships, and deeper engagement, reflecting who we are becoming: agile, inclusive and forward-thinking.”

The new ISU visual identity, on the heels of the ISU World Figure Skating Championships held in March in Boston, has the international federation’s three letters connected by a distinctive “Edge” offset on a new palette of blues.

“Together, these pillars are guiding the ISU on its transformative path — one that makes our sports more accessible, commercially appealing and relevant to new generations of skaters and fans,” said Kim.

In parallel to its redefined identity, the ISU is relocating its physical home to a new workspace in the heart of Lausanne. The new offices feature a Hall of Fame at the entrance and the new branding is integrated throughout the space.

The ISU’s Extraordinary Congress on Thursday will also feature the assembly’s vote on a reform of the ISU Constitution, the first of its kind since the organization’s founding in 1892. The review process was approved in June 2024 at the ISU Ordinary Congress in Las Vegas.