A New Look. A Strong Future. Forward Together.
U.S. Biathlon's new logo and brand identity reflects the strength and momentum of the organization: the next generation of athletes guided by veteran leadership, a robust development pipeline and thriving grassroots community, and a strong base of Foundation members, partners, donors, and fans. Together, the community is united under a shared vision for a forward-looking future and a culture of excellence anchored in the organization’s core values of respect, grit, and a growth mindset.
Spearheaded by the athletes, our new brand reflects the evolution of U.S. Biathlon and the sport. We are witnessing the rise of the next generation, guided by veteran leadership, the growth of our grassroots and development pipeline, and an expanding Foundation and donor community - all united by a shared vision for the future and a culture of excellence.
Our logo reflects the key elements of biathlon - cross-country skiing and rifle marksmanship - woven into the US as we represent our country on the world stage. The rifle pointed to the right symbolizes looking to the future with a growth mindset.
The forward-facing rifle captures the essence of our 2030 Plan: progress through athlete success, pipeline development, and organizational excellence, and a continued commitment to fostering a culture of excellence.
U.S. Biathlon and the U.S. Biathlon Team will continue to operate our core values of respect, grit, and a growth mindset as we strive for excellence in all areas of our organization, from grassroots to elite.
The new brand will be featured on athlete race suits and team gear, official communications, event assets, and digital and social channels. It will also be amplified through stakeholder channels, including, but not limited to, U.S. Biathlon clubs and official partners.
The new logo and brand identity provides a new unified look, greater visibility, and stronger identity for the entire U.S. Biathlon community. The growth we are seeing in all areas of the organization is from a shared effort spread across the entire community. U.S. Biathlon asks clubs to update any material that includes the U.S. Biathlon brand
The new brand identity is reflective of the entire U.S. Biathlon community of athletes, coaches, staff, clubs, volunteers, stakeholders, and fans. We are united as one under a shared identity, vision, mission, and values of respect, grit, and growth mindset.
A modern, recognizable identity reflects the growth and forward momentum of the organization, driving engagement and investment opportunities.
Support biathlon in person or watch athletes compete from home, volunteer at local events near you, donate, follow along on social media, and represent the brand with official team gear. Learn more at usbiathlon.org/get-involved!
U.S. Biathlon is building on the momentum gained last season as we look toward the 2026 Milan-Cortina Olympics and beyond, aiming for America’s last, first Olympic Winter medal.
For questions, logo files, approvals, or collaborations, please contact us at media@usbiathlon.org!
Walden Hyde - Official Partner
U.S. Biathlon partnered with Walden Hyde, a Colorado-based branding and design agency, to refresh its identity. Known for their expertise in outdoor sport and values-driven branding, Walden Hyde guided the creative process to shape a brand that authentically reflects U.S. Biathlon and its culture of excellence. Spearheaded by the athletes, the result is a system that honors the sport’s unique blend of endurance and precision while providing the flexibility to evolve with the organization for years to come. Thank you, Walden Hyde! To learn more about the company, click the button below!