Steve Vaitones of the New England Association of USATF has a disturbing revelation: USATF is ditching its current logo, the triangular one with Superman connotations. He made this report on the USATF Associations listserve on Yahoo Groups today. Under the subject line “3-2-1 Happy New Logo!” Steve writes: “Apparently no longer top secret but I have yet to see anything on this discussion board, so I will be the first to post regarding the impending new USATF … logo. Given chat about other topics, I’m surprised that this has yet to be discussed on this listserve.” The new logo is below. Nike made ’em just do it. (Now show us the money!)

Steve continued:
Apparently the officials committee is excited about it.
The first public news I saw of it was on the officials list server it was
written several weeks ago (apparently breaking the secret):
USATF has approved a new logo, Certified Official shirts are now available
and will have the new logo. A photo of the new logo is not available at
this time, we should have one in the next listserve.
Now it makes sense why we were seeing orders for officials shirts this year
coming back with no logo on the shirt.
This week they announce the shirts are already available! Great – help me
explain to local officials the need to buy another outrageously expensive
shirt, along with all their other gear.
Now, I go back to the introduction of the current “Triangle” logo. So much
work by Nike went into that, and the purpose was to have a single stylish
logo to accompany the organization’s new name – The TAC logo had been
twisted, corrupted, and trademark violated; the triangle was to be (and in
fact) is strongly protected, and used as a strong identifier. The
“Superman” image, while not accepted by all initially, has become widely
recognized and easily identifiable.
A few years ago, there became a need (from what sources we don’t know) for
an “identity” for our National Team. The “hood ornament” logo (as I call
it) supposedly took months for Nike to perfect. (Interestingly, if you look
at the USA Short Track Speedskating team, it sports a similar logo).
Again, there was some conflict as to the potential cross over
The rationale was that the triangle would be the corporate identity, and
the hood ornament would be the competitive team identity. Makes sense, as
my alma mater has a similar duo for the U and for the sports teams.
And though we as the association level were told to under no circumstances
to use the USA team logo, there started to be a blur from on high in the Dome;
there were USA championships, particularly T&F where the team logo would be
present but no triangle. Others just had the triangle. And while both
would be entirely proper – the triangle as a national organization event,
with the ornament indicating a National team trial, the triangle was
squeezed out. Andy I know questioned and championed the triangle identity
but has been squashed.
(Does this schism seem to parallel the separation of the “pro” segment?)
Anyway, this surprise introduction is no longer a surprise.
And I for one will stand up and say this is foolishness.
All associations are going to incur a good amount of expenses. From
paper goods to canopies to board/ volunteer apparel to changing all forms
to wholesale revisions of websites maintained by overworked volunteers or
by paid to people from an association that can better use the monies, this
is a slap to the organization and again to associations who are supposed to
jump on and market it. I’ve got far more pressing things to do with my
time as well.
Even if it’s phased in gradually – over 2 years they say – it is still a
significant outlay. It’s NOT like the change from TAC, where the name was
changed, where the logo was not marketable or identifiable, and where the
logo had no popularity.
And with the membership fees going up (thankfully not sanctions and clubs)
doesn’t it send the wrong message – fees go up to pay for new spit and polish?
Maybe the higherups should have waited a year to roll it out in Hawaii, so
there would be less vocal opposition (HINT!)
The rationale revolves around the tired phrase “new dynamic image” probably
also a key move in changing with the 7th year of the new milennium, blah
blah blah.
Alan is excited about it.
Prez Roe stated that Nike will be giving a cut of all new merchandise sold
to USATF. With exclamation points
Please.
We’re not in the business like pro sports to change logos and “authentic
gear” regularly to spur merchandise sales.
If that’s the reason, then we have a priority problem. To go along with
our bargain basement $.95 membership fee.
Funny that it was Nike who spent big money and so much time to develop the
current 2 logos (weren’t we told 6 months on the national team one?)
Now they don’t like it, and have a new logo. And eventually that too won’t
be “cool”.
(Musing, Why haven’t we seen a swoosh replacement? That’s 30 years old for
cryin’ out loud!)
Please Tell me if I’m misguided in my disappointment with changing logos
for the purposes of merchandising and I’ll shut up on this.
And can I ask that we have some association wide responses to this – like
50 others and not just the same half dozen people?
As our prez and CEO have been instituting themes for the Annual Meeting in
the last few years, I offer the following:
New Fees – New Logos – New Heroes – It’s a whole new organization!
Me again:
A flurry of posts followed Steve’s note — almost universally against a change in logo.
A typical comment came from Michael Roth:
“I have seen the new logo. I am not impressed. As has been stated, who
will pay for all the local expenses to incorporate this logo? Will
there be a kickback to the Associations based upon zipcode of origin on
purchases w/ this new logo? My guess is a resounding no.”
Here’s the new logo, allegedly, first posted on the Track & Field News message board: