USA Gymnastics has unveiled a refreshed look as part of its National Congress ahead of the national championships this week in Tampa, Florida, as part of the national governing body’s evolution.
USA Gymnastics President and Chief Executive Officer Li Li Leung revealed the logo on Thursday afternoon as part of her remarks at the opening reception of USAG’s National Congress at the Tampa Convention Center, in conjunction with the 2022 OOFOS U.S. Gymnastics Championships at Amalie Arena.
“The rebuild of our organization, and our brand, began several years ago when we adopted a new organizational mission statement: to build a community and culture of health, safety and excellence, where athletes can thrive in sport and in life,” Leung said. “This brand begins with who we are and who we are aspiring to be as part of our cultural transformation.”
The brand is the most visible part to date since a new board of directors was put into place in 2018, followed by Leung’s hiring in February 2019. The new logo is anchored by a flame and is led by an abstract rendering of an athlete, signifying the focus of the organization.
The brand architecture launches from the organizational mission and values and strives to represent the diversity of the gymnastics community, including athletes, coaches, judges, volunteers, parents and support staff. The NGB’s tagline is “The movement starts here,” which Leung said “embodies the physical movement of gymnastics that is so central to almost every sport, the movement to a better future for all participants and for the entire community, and the movement together from grassroots to the Olympic movement.”