- Designed by
- The Brand Union
- Designer Website
“In designing the identity we wanted to find a logo that was both aspirational and true to the heart of the country; the use of a percolating image encapsulates the energy and optimism that draws people to the United States.”
According to The Brand Union New York, the new design captures the spirit of the United States: Authentic. Optimistic. Unexpected. Inclusive. Endless Possibilities. It features an arrangement of dots joining together to compose the letters USA. The dots and their varied color scheme are meant to represent the diversity of people and experiences that can be found in the United States. To further emphasize that there is no single, definitive United States, the identity is not tied to a single palette and can appear in a range of color schemes.