USA Track and Field Visual Identity

USA Track & Field (USATF) is the United States national governing body for the sports of track and field, cross country running, road running and racewalking (known as the sport of athletics outside the US).

USATF approached JTA Design to develop further the visual identity of its “Journey to Gold” campaign. The main goal was to create a new visual identity that gets fans genuinely able to stand with Team USATF at every step of their journey to Tokyo 2020, feel the pride of the USATF dominance in the sport, and support the US Track and Field community. The campaign features in all the Track and Field major events in the USA and on TV during the Tokyo Olympic Games and up to Los Angeles 2028.

JTA Design created a modular system based on icons representing the sport and other visual elements that make highly dynamic and rich visuals and layouts.