USA Bobsled/Skeleton unveils new brand identity

by USA Bobsled/Skeleton

Contact: Amanda Bird, USABS Marketing and Communications Director
(518) 354-2250,

USA Bobsled/Skeleton unveils new brand identity


USABS logo (Photo by USA Bobsled/Skeleton)

COLORADO SPRINGS, Colorado (June 11, 2022) – USA Bobsled/Skeleton (USABS) unveiled its new logo at the national team camp in Colorado Springs today. The mark is composed of elements representing the mission, vision, and core values of the organization while highlighting the speed of the sports and strength of its athletes.

USABS Chief Executive Officer Aron McGuire surveyed athletes, coaches, and staff earlier this year about the former logo and the need for updated branding.

“We discovered that 75% of those surveyed felt it was time to update our brand,” McGuire said. “The consensus was that there was a desire for a clean, modern, bold, and clear logo, and I feel like we accomplished that with this new mark.”

The colors honor the United States of America and evokes unity and pride for all teams and athletes representing our nation. The two stripes represent the sports of bobsled and skeleton, and the three stars embody the core values of teamwork, commitment, and integrity. The shield itself symbolizes safety, stability, solidity, and boldness. The shape conveys protection for athletes as a safe and supportive environment to train and thrive in the sports of bobsled and skeleton. The logo includes a custom typeface that was designed specifically for the brand.

USABS worked with Axio Designs, based out of Colorado Springs, to develop the new brand. 

“Axio knows our space because they’ve worked with other national governing bodies and the U.S. Olympic and Paralympic Committee,” McGuire said. “They were able to help us create a logo that can be implemented across our channels rather than just a standalone mark, and we’re looking forward to integrating our new branding this season.”

For media inquiries, please contact USABS Marketing and Communications Director Amanda Bird at


About USA Bobsled/Skeleton

USA Bobsled/Skeleton (USABS), based in Lake Placid, N.Y., is the national governing body for the sports of bobsled and skeleton in the United States. For more information, please visit the USABS website at Individuals interested in becoming a bobsled or skeleton athlete can visit

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