Utah Sports Commission Logo: Evolution of an Image

THE UTAH SPORTS COMMISSION LOGO

Early in its development, we at the Utah Sports Commission recognized our logo as being a key element in the marketing strategy and branding of our organization. By using familiar Utah icons and colors, we were able to leverage key components and build a Utah sports message and brand that could be carried on after the 2002 Winter Olympic Games.

Under the direction of Jeff Robbins, President and CEO of the Utah Sports Commission, with input and assistance from his staff, the Board of Trustees, and Gary Johnson, Director of Olympic Opportunities at DCED, the Utah Sports Commission created its logo largely "in house". However, we would like to express our thanks to numerous entities that provided comments and feedback during the initial stages of conceptual development. What follows is how our logo came to be.

OUR MISSION
Our mission is to serve the state of Utah by uniting and representing its sports communities in a manner that will grow Utah's sports industry and enhance our position in the global sports marketplace. Thus, we wanted our logo to convey both an inclusive feel for all Utah citizens and an image the world could identify with as being unique to our state.

EXTENDING THE 2002 OLYMPIC WINTER GAMES BRAND
We wanted our image to reflect a major inspiration for the formation of this group – the coming of the 2002 Winter Olympic Games to Utah. The Salt Lake Organizing Committee (SLOC) has a deep interest in Utah's Olympic legacy and regards the Utah Sports Commission as a key component in the preservation of that legacy after the Games. We wanted to incorporate our long-term vision and strategy to leverage the SLOC brand.

The color palette used in the Utah Sports Commission logo is the same palette used in the logo developed by the Salt Lake Organizing Committee, which will help build brand equity and awareness in our target markets after the Olympics.

THE BEAUTY OF UTAH'S LANDSCAPE
Utah's landscape contains some of the most diverse natural wonders in the world. We wanted our logo to represent the unique and well-known beauties of Utah's geography, both in colors and shapes.

The snow-capped mountain and red-rock arch used in our logo are key Utah icons that either are or will be emblazoned in the world's mind long after the Olympics.

THE FEEL OF SPORT
As a sports organization, we sought to incorporate the universal language of sports into our image. We wanted our logo to evoke the feeling of movement.

The figures in our logo combine to depict the grace and power of any athlete in motion – perhaps a runner, or a skier – whatever the viewer chooses.

THE EVOLUTION OF AN IMAGE
Eventually these concepts and feelings came together to achieve our objectives. Collectively, the design elements of the Utah Sports Commission logo symbolize Utah's Olympic legacy, the beauty of Utah's landscape, and the ever-advancing spirit of sport.