USA Basketball unveiled a new logo that will be worn by all of the USA Basketball teams including the men’s and women’s national teams as they pursue victory at the London Games this summer. The new logo combines iconic components from the past into a modern, simplified mark honoring the strong heritage and national pride represented by USA Basketball.
Based in Colorado Springs, Colo., USA Basketball is a nonprofit organization and the national governing body for men’s and women’s basketball in the United States. As the recognized governing body for basketball in the United States by the International Basketball Federation (FIBA) and the United States Olympic Committee (USOC), USA Basketball is responsible for the selection, training and fielding of USA teams that compete in FIBA sponsored international basketball competitions, as well as for some national competitions.
USA Basketball’s new logo incorporates the existing USA type into a badge-shaped mark, which is meant to reflect the honor of playing for the United States of America’s national team. Also featured is a basketball, a nod to the original Amateur Basketball Association of the United States of America (ABAUSA), and a single star, symbolizing players from all over the country coming together as one team with a common goal.
-The Original ABAUSA Logo | Photo From houseofbasket
The new mark will be the third to represent the U.S. national basketball program. The original logo was used by ABAUSA and featured a red, white and blue basketball. The most recent logo, which was adopted in 1989 and has become synonymous with the 1992 Dream Team, will remain within the USA Basketball portfolio as a “heritage” mark, and will appear when milestones and anniversaries of past success are recognized.
The USA Basketball men and women’s national teams will wear new NIKE Hyper Elite uniforms during competition in 2012. Combining NIKE’s lightest, most technologically advanced textiles with iconic graphics, the Nike Hyper Elite basketball uniform helps boost players’ performance and communicates the pride of USA Basketball.
I think it’s subtle yet effective. I think they could have pushed a little harder to make the text feel more exciting rather than just putting it on a horizontal arch but overall I like that they kept the vintage feel with a slight spark of modern. It is a step up from the previous simple design but I think the icon itself has a little too much shape making it hard to tell what to look at. I wonder if more use of red would have better emphasized the lower portion as well making it pop. Playing off the red in the old basketball seems in order. I do think that the new big prominent half-basketball sits under the logo nicely.
I do like the treatment on the line running through the word “USA”, it seems to flow with the border of the shield behind it, nice touch. Also I’m assuming the point at the top of the shield is to complement the new Team USA Basketball Jersey logo. This baffles me though, I don’t understand why they didn’t use the jersey font on the new logo, or tie the two together. I feel that The USA Basketball logo and the Team USA logo should marry better.
“With this new logo we wanted to capture the history and character of USA Basketball while embracing the spirit of the current and future teams that will represent the United States of America…The mark of USA Basketball has become an iconic symbol of America’s game and of championship teams, and we are excited to bring it into the modern era.”
USA Basketball Chairman
Men’s National Team Managing Director
For further information, go to the official Web site of USA Basketball at usabasketball.com and connect with them on facebook.com/usabasketball, twitter.com/usabasketball and www.youtube.com/therealusabasketball.