TAMPA, Fla. (August 18, 2022) – USA Gymnastics President and CEO Li Li Leung officially opened the organization’s 2022 National Congress Thursday afternoon, unveiling a refreshed look and feel to USAG’s visual brand that reflects the organization’s ongoing evolution.
Leung revealed the brand as part of her remarks at the opening reception of USAG’s National Congress, held at the Tampa Convention Center and taking place in conjunction with the 2022 OOFOS U.S. Gymnastics Championships at Amalie Arena.
The brand is the most visible part of a cultural transformation undertaken since a new board of directors was put into place in 2018, followed by Leung’s hiring in February 2019.
"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 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 tagline, "The movement starts here," "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," Leung said.
The new logo is anchored by a flame, whose segments represent constituencies of the gymnastics community, and is led by an abstract rendering of an athlete, signifying the athlete-centric focus of the organization. The italicized USA conveys forward motion grounded in gymnastics as a foundational sport.
A slideshow of the brand presentation is available on the USA Gymnastics website. The website will be fully redesigned later this fall.