USA Track & Field unveiled an overhauled logo and brand identity on Wednesday, with the new visuals positioned to express a “more unified and modern expression” of the sport.
The design takes cues from USATF’s existing red winged logo but prominently shows the USA wordmark in a new bold typeface with “Track & Field” spelled out below in a similar font in lighter weight and smaller size.
“The refreshed identity preserves the familiar symbols of the USATF brand while refining how the organization presents itself to athletes, fans and a new generation of supporters,” USATF said in a statement. “The wings represent movement, aspiration and the drive to rise beyond limits, while the star symbolizes the United States and the shared identity of the athletes who represent the nation.”
A teaser video to introduce the logo was revealed alongside the new branding.
“Our brand should reflect both where we’ve been and where we’re going,” USATF CEO Max Siegel said. “As we build toward LA28, we have an extraordinary opportunity to showcase American track and field here at home and inspire the next generation of athletes and fans. Our values haven’t changed. We’re carrying them forward into the next chapter of our sport.”
The new branding is the fourth major logo since USATF was founded as The Athletics Congress/USA in 1979 and later renamed as USA Track & Field in 1992 and comes at a time when the organization begins its build for the 2028 Olympics and Paralympics in Los Angeles.
In 1979, the governing body replaced the Amateur Athletic Union as the governing body for track and field in the United States and took on The Athletics Congress namesake featuring a figure of a runner next to the TAC lettering in its logo.
But at its annual convention in December 1992, the organization wanted to make it much easier for the American public to recognize the sport, be more marketable and better symbolize track and field, distance running, cross country and race walking.
The USA Track & Field name was later put in place and helped remove the confusion around the word “athletics” that was more commonly used globally and for years, TAC would routinely get mistaken for other sports.
Meanwhile, USATF said the revamped logo will immediately begin appearing on its platforms and will be adopted by its 55 national member associations.
