ISU reveals new branding in line with the vision

[victorskid]

Read all about it:

Reimagined, Re-energized and Ready to Skate the Future: The ISU unveils a Bold Brand Transformation!

The International Skating Union (ISU) stands at a pivotal point in its 133-year history. Building on a season of innovation and progressive changes across its events and governance (read here), the ISU once again breaks the ice by reaching another significant milestone: the unveiling of a bold...

isu.org

 

[Rukia]

well that's going to get more people watching A+

 

[On My Own]

Even my middle sports club was less makeshift.

 

[Debbie S]

"A new modern collaborative workspace"....so basically some horrible open office concept where everyone works on top of each other and gets nothing done?

The new logo is nice. Now how will that translate into making the sport more watchable/accessible, promoting the skaters and building a larger fan base?

 

[Wyliefan]

Every company I ever knew that rebranded thought it was a huge deal. And every rebranding was greeted by the wider culture with a huge yawn.

 

[TAHbKA]

Can someone sum up what is it about? I scanned through the mail, read 20 slogans and completely missed the point. Is there a point?

 

[litenkyckling]

Every company I ever knew that rebranded thought it was a huge deal. And every rebranding was greeted by the wider culture with a huge yawn.

Same but I think it’s because it costs so much money and the marketing team have so many fake meetings about it that they inflate its importance 100x

 

[victorskid]

Can someone sum up what is it about? I scanned through the mail, read 20 slogans and completely missed the point. Is there a point?

If you mean the brand, this is what the ISU posted on X:
Skating is..
Artistic,
Uplifting,
Precise,
Dynamic…
Our brand needs to look the part!

 

[MsZem]

It looks like a million other logos: text plus indeterminate swooshy thing.

 

[Jarrett]

Read all about it:

Reimagined, Re-energized and Ready to Skate the Future: The ISU unveils a Bold Brand Transformation!

The International Skating Union (ISU) stands at a pivotal point in its 133-year history. Building on a season of innovation and progressive changes across its events and governance (read here), the ISU once again breaks the ice by reaching another significant milestone: the unveiling of a bold...

isu.org

It is nice of them to include Kaori's lutz edge in the graphic.

 

[Karen-W]

What I don't get is why they're rolling this new logo out now, 7+ months after they debuted their updated website which uses the same font as the new logo. Logically, you'd roll everything out around the same time. This just feels like an afterthought & part of a poorly conceived/executed rebranding campaign greenlit by people who are utterly clueless about even basic marketing principles.

 

[skatfan]

What I don't get is why they're rolling this new logo out now, 7+ months after they debuted their updated website which uses the same font as the new logo. Logically, you'd roll everything out around the same time. This just feels like an afterthought & part of a poorly conceived/executed rebranding campaign greenlit by people who are utterly clueless about even basic marketing principles.

Agreed. Why wasn’t this logo plastered all over Worlds?

 

[Aussie Willy]

I don't mind it and it is an improvement on the previous one. I just wish they would make their website more functional.

Although our skating club just did a new logo and I think ours is really good.

Home | FSAT

www.fsatas.org

 

[PRlady]

What I don't get is why they're rolling this new logo out now, 7+ months after they debuted their updated website which uses the same font as the new logo. Logically, you'd roll everything out around the same time. This just feels like an afterthought & part of a poorly conceived/executed rebranding campaign greenlit by people who are utterly clueless about even basic marketing principles.

Rule 1 is soft-launch the website to get the obvious bugs out, then a big ta-da of logo, tagline, website, social media branding etc. I’m no big shot corporate marketing expert but even medium-sized nonprofits know that.

 

[Karen-W]

Rule 1 is soft-launch the website to get the obvious bugs out, then a big ta-da of logo, tagline, website, social media branding etc. I’m no big shot corporate marketing expert but even medium-sized nonprofits know that.

Well, I suppose they're doing it right then, but it feels like there was an awfully long gap between the website soft-launch and the logo, tagline ta-da this weekend/today.

 

[DreamSkates]

If you mean the brand, this is what the ISU posted on X:
Skating is..
Artistic,
Uplifting,
Precise,
Dynamic…
Our brand needs to look the part!

Not sure what's so artistic about the new logo. The curve goes up but I don't feel it.

 

[MacMadame]

The new logo is nice. Now how will that translate into making the sport more watchable/accessible, promoting the skaters and building a larger fan base?

It will translate the way all logos do. It gives a certain vibe. Which may or may not appeal to people more than the prior branding. It's all very subliminal and indirect. I hope they didn't spend too much money on it.

It looks like a million other logos: text plus indeterminate swooshy thing.

The current trend in both flag design and logo design is turning out some pretty generic stuff.

 

[peibeck]

If the tracing had the ombre effect of the background it would be 1000x more dynamic and convey a sense of movement.

As is? Meh.

 

[lexeoe]

will the 2026 worlds championships need to redo their logo? prague 26 has the circular isu logo. sheffield 26 simple has the acronym.

 

[VGThuy]

I’m not a fan of it but I guess this one is better for slapping on some merchandise.

 

[Aussie Willy]

I’m not a fan of it but I guess this one is better for slapping on some merchandise.

Easier to embroider?

 

[Karen-W]

I can't... Today we get the new MOTTO for the ISU...

"Skate On, Together"

https://twitter.com/x/status/1939942127573578058

Also, what is with the scripty fonts from both the ISU and the USFS in their new marketing campaigns? I love me a scripty font, but I'm wondering when Skate Canada will be debuting their own new marketing campaign that incorporates a different scripty font from the ones being used by the ISU & USFS.

 

[Jarrett]

So they are encouraging federation swapping? lol

 

[VGThuy]

Not the catchiest slogan. It doesn’t quite roll off the tongue.

 

[Rukia]

Not the catchiest slogan. It doesn’t quite roll off the tongue.

I agree. It feels super awkward. They should have stuck with just "Skate on" or "Skate Together" or any number of better iterations someone better than me could think of lol.

 

[Former Lurve Goddess]

It’s really too bad that they didn’t choose “death in my soul” as the new slogan. ETA: other options include “Sekrets and Blocs” and “Enter the Voids”

 

[tony]

I don't mind the logo change but none of this really matters when they won't address fundamental problems that have otherwise made the programs boring and/or all look the same with about 15 seconds of a choreographic sequence being the only time they show any personality or listening to the music. and of course, rules like the 'q' and choreographic element scoring be completely based on vibes and start order in dance.

 

[Jarrett]

I don't mind the logo change but none of this really matters when they won't address fundamental problems that have otherwise made the programs boring and/or all look the same with about 15 seconds of a choreographic sequence being the only time they show any personality or listening to the music. and of course, rules like the 'q' and choreographic element scoring be completely based on vibes and start order in dance.

Party pooper!

 

[MsZem]

It’s really too bad that they didn’t choose “death in my soul” as the new slogan. ETA: other options include “Sekrets and Blocs” and “Enter the Voids”

Home of the lyrical snots.

 

[skateboy]

I suppose USFS could use "Make America Skate Again."

(Sorry, running to hide in shame now... )