The United States Biathlon Association (US Biathlon) has unveiled a new visual identity created in collaboration with the agency Walden Hyde. The rebranding aims to strengthen Team USA’s image and reflects its team spirit, endurance, and pursuit of victory in Olympic disciplines.
The identity is designed in national colors: bright red (PMS 2035), deep blue (PMS 300), and dark navy (PMS 2955). The visual system combines the typefaces Sinter and Ballinger, creating a modern tone of communication.
The main focus of the new logo is the large letters “US,” with the silhouette of a .22-caliber rifle in the negative space, symbolizing biathlon. The rifle’s rightward direction emphasizes forward movement and orientation toward the future, while two red lines beneath the letters reference skis and the US flag, reinforcing the team’s national image.
The association brings together athletes competing on the international and Olympic stage, emphasizing integrity, professionalism, and unity. The new style reflects continuity of tradition and the energy of a new generation shaping the modern face of American biathlon.
Before the start of the 2025/2026 winter season, the updated brand was introduced through a video and a series of visual materials that highlighted the team’s unity and shared values. The association announced its goal of strengthening its position on the world sports stage and expanding its community of athletes, fans, and partners united by their love of biathlon.