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identity design

Team Semper Fi Dominique Dunne Film Festival U.S. Olympic Pictograms U.S. Olympic Trials identity system 2008 U.S. Olympic Team identity system Community Olympic Development Program USA Pentathlon U.S. Olympic FanClub U.S. Paralympics Webb McNairy Organic Prep Kitchen Swing into September 15c Club ISU Four Continents competition AlphaPlex Axia Bit by Bit Fireplace Gallery Goalline Guide Gowdy Printcraft Peco Welding Systems Redline Speed Guide Things You Need Unitek Peco

alternate media

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U.S. Olympic Team Pictograms

Beach Volleyball

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^* This design is a product of Adam Curry's position with the U.S. Olympic Committee

design objectives

Concurrent with the development of the new U.S. Olympic Trials mark, the USOC decided to update the sport pictograms to be used with the Trials mark system. Utilizing an agency, I directed a design team to update the sport pictograms. The last time the U.S. Olympic Team had developed pictograms was in the early '80s, and they definitely were looking a bit dated. The challenge was to create something that was updated, simple in form, but not so 'modern' that they would lose their appeal as the years progressed. Also a challenge was creating a style that could be effectively reproduced across 64 different sports, including the Paralympic disciplines. I believe the real success here was the customization of hands and torso, which indicated energy and subtle details; also the unique style of the head, which was key in indicating direction.