The Victor Is

THE VICTOR IS The Athlete, who learns from The Coach, who prepares The Team, made possible by The Supporters. Our triumphs are built on something bigger than a solitary athlete or team. A team behind the team. The players you see and the people who drive them. All working toward a common dream. All vital. All inspired and inspiring. This is what it means to be an American athlete. Never alone at the starting line. Never alone during long hours on a hot track or countless predawn practices. Never alone in moments of doubt. We stand united behind our athletes, pushing them to the limits of human potential. Bringing the American spirit to competition and to the world. We are the United States of America. We are a team. Join us. B // USOC CONTENTS Our Mission .................................................................... 2 U.S. Olympic Team ..................................................... 32 PC Font Family ........................................................... 66 Our Brand Symbol ......................................................... 3 U.S. Paralympic Team ................................................. 33 Team USA ...................................................................... 4 U.S. Pan American Team ............................................ 34 Backgrounds and Banners United States Olympic Committee .............................. 5 U.S. ParaPan American Team ..................................... 35 Stars ........................................................................... 69 Brand Architecture ........................................................ 6 U.S. Youth Olympic Team ........................................... 36 Stripes ........................................................................ 70 Messaging Framework: Exclusion Zone ...................................................... 37 Team USA ................................................................... 71 Our Teams .................................................................... 8 Official Designations .................................................... 38 Background Usage with USOC Marks ........................ 72 Media Channels ............................................................ 9 Marketing Programs .................................................... 10 Team USA Identities Composite Marks Team USA Word Mark ................................................ 41 Corporate Partner Composite .................................... 74 The Brand Team USA Horizontal Word Mark ................................ 42 Corporate Partner Triposite ......................................... 77 Brand Book Introduction ............................................. 12 Exclusion Zone ...................................................... 43 Exclusion Zone ...................................................... 78 Team USA Heritage Mark ............................................ 44 Composite Marks, NGB .............................................. 79 The Olympic and Paralympic Movements Exclusion Zone ...................................................... 45 NGB, Spacing ........................................................ 80 The Olympic Symbol ................................................... 14 Team USA Shield ........................................................ 46 The Olympic Torch ...................................................... 15 Exclusion Zone ....................................................... 47 Stationery The Olympic Motto ..................................................... 16 Team USA Combined Marks ....................................... 48 United States Olympic Committee .............................. 82 The Olympic Flame ..................................................... 17 Exclusion Zone ....................................................... 50 U.S. Paralympics ........................................................ 83 The Paralympic Symbol .............................................. 18 Team USA Social Marks .............................................. 51 NGBs, Training Sites and CODP ................................. 84 The Paralympic Torch Relay ........................................ 19 Corporate Partners ..................................................... 85 The Paralympic Motto ................................................. 20 Pictograms Olympic and Paralympic Medals ................................. 21 Olympic Sports ........................................................... 53 Consumer Products, Retail and Premium National Olympic and Paralympic Committees ............ 22 Olympic Winter Sports ................................................ 54 Backgrounds .............................................................. 87 United States Olympic Committee .............................. 23 Paralympic Sports (Summer & Winter) ........................ 55 Logo Placement .......................................................... 88 Organizing Committee of the Olympic and Pan American Sports .................................................. 56 Information .................................................................. 89 Paralympic Games ...................................................... 24 Pictogram Colors ........................................................ 57 Hang Tag .................................................................... 90 International Federations ............................................. 25 Sewn in and Heat Seal Labels ..................................... 91 National Governing Bodies .......................................... 26 Color & Typography Guidelines Holograms .................................................................. 92 U.S. Olympic Training Centers ..................................... 27 IOC Colors .................................................................. 59 Premiums ................................................................... 93 IOC Metallic Colors ..................................................... 60 USOC Identities IPC Colors .................................................................. 61 Marketing Guidelines Flag 5-Rings ............................................................... 29 USOC Colors .............................................................. 62 Overview ..................................................................... 96 Flag 3-Agitos .............................................................. 30 USOC Paint Colors ..................................................... 63 Category Compliance ................................................. 97 Exclusion Zone ...................................................... 31 Primary Font Family .................................................... 64 Marks Usage .............................................................. 98 USOC // 1 U.S. Paralympic IP Usage ......................................... 100 Legend Terminology Standards ............................................. 101 Located in the bottom left corner of certain usage pages Trademarked Phrases and Taglines ........................... 104 is a key indicating to which groups the information on the Imagery ..................................................................... 105 page pertains. Olympic and Paralympic Games Footage .................. 106 Endorsements Standards and Comparative Advertising ........................................... 107 Editorial Content ....................................................... 108 = TOP Specific Usage Examples, Print and General Signage ....................................................... 109 = DOMESTIC Third Party Guidelines ............................................... 110 Cause-related Marketing Programs .......................... 112 Sweepstakes ............................................................ 113 = LICENSEE Loyalty Programs ...................................................... 115 Digital Promotion & Advertising ................................. 117 = NGB Social Media ............................................................. 119 Athletes .................................................................... 122 Athletes Apparel Guidelines = MSO Top And Domestic Partners ................................. 124 Top Partners Only ................................................ 125 = CODP Approvals Approvals ................................................................. 127 =TRAINING SITE Evaluation Criteria ..................................................... 128 Request Process ...................................................... 129 Example: OUR MISSION To support U.S. Olympic and Paralympic athletes in achieving sustained competitive excellence while demonstrating the values of the Olympic Movement, thereby inspiring all Americans. USOC // 3 OUR BRAND SYMBOL Two powerful brand icons — the Olympic rings and the American flag — that together communicate our overarching mission — to support U.S. Olympic and Paralympic athletes in achieving sustained competitive excellence while demonstrating the values of the Olympic Movement, thereby inspiring all Americans. 4 // USOC TEAM USA Team USA is the overarching descriptor for all Sports Teams that the United States Olympic Committee oversees. The teams are the powerful and inspirational connection to Americans. This is the team Americans root for at the Olympic and Paralympic Games. The sports teams— basketball, gymnastics, fencing and ice hockey — that inspire pride and awe as they push the limits of their potential and represent the best of us

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