The national governing body for lacrosse in the United States has changed its name to USA Lacrosse. It’s a subtle shift from its former name of US Lacrosse, but one that the NGB’s leaders say will unify activities of the organization into a fully aligned brand.
The rebrand also includes a new logo for the Maryland-based organization, which was formed in 1998 following the merger of eight national lacrosse organizations.
“We initiated an organizational rebrand for several primary reasons,” said Steve Stenersen, USA Lacrosse CEO, who recently announced he will depart by the end of 2021 as the only leader the organization has had. “First, we wanted to reinforce that the player is our ‘North Star.’ Everything we do is ultimately focused on expanding access to the sport and enriching the experience of players. Secondly, we wanted to align our key properties, including the national team program, under one umbrella to improve our brand recognition and clarify the breadth of our operations and impact. And, finally, we saw this as an opportunity to strengthen the value for our members, donors and corporate partners.”
The work was the result of a two-year effort done in partnership with Mission Media. The rebrand also includes a comprehensive visual identity system, a new brand and messaging platform, a rebranded USA Lacrosse Magazine and a redesign of all the NGB’s digital assets, including the launch of a new website.