Real improvement over the old logo. I particularly like that we are now referring to ourselves as U.S. Masters Swimming rather than USMS. If we are trying to attract new members and we are all on occasion walking billboards with meet t-shirts, who knows what USMS means besides those who are already members. I have any number of meet t-shirts in which neither the graphics or text give any indication that it is actually from a swimming event. Kudos to the group who picked the name change and the design.
The new logo is good with me - (the FIRST time I saw it I thought it was Rob Butcher riding on a magic carpet, waving to the crowd below.)
The font/typeface is another matter. I agree with the previous posts - Very bad. The font is way too bulky, large, and heavy. (Kinda like me when I swim early mornings.) It looks clunky. (Kinda like me when I swim early mornings.) It overwhelms the logo when they are side by side. It slows down the swimmer in the logo - it's an impediment in front of him pushing him back. (At least put it behind the swimmer so he has open water in front of him to continue.) The text doesn't seem to be appropriately selected to go with a smooth, sleek, fluid logo - graphically they are incompatible. Yes, that's right - they are incompatible.
Many times, companies will also design their TEXT to be trademarked - (IBM with its lines through the letters, Dell with the sideways E, Exxon with the X's connected below each other.) Doing something like that would also make the text our own, too, but for now it is not.
One more thing - why the periods in U.S. Why so tiny? I thought they were Volcano Taco crumbs on my computer screen. They bother me - take them out. It looks better without them and provides a double entendre: "United States" and "us." They disappear anyway when the whole thing is reduced.
The new logo is good with me - (the FIRST time I saw it I thought it was Rob Butcher riding on a magic carpet, waving to the crowd below.)
The font/typeface is another matter. I agree with the previous posts - Very bad. The font is way too bulky, large, and heavy. (Kinda like me when I swim early mornings.) It looks clunky. (Kinda like me when I swim early mornings.) It overwhelms the logo when they are side by side. It slows down the swimmer in the logo - it's an impediment in front of him pushing him back. (At least put it behind the swimmer so he has open water in front of him to continue.) The text doesn't seem to be appropriately selected to go with a smooth, sleek, fluid logo - graphically they are incompatible. Yes, that's right - they are incompatible.
Many times, companies will also design their TEXT to be trademarked - (IBM with its lines through the letters, Dell with the sideways E, Exxon with the X's connected below each other.) Doing something like that would also make the text our own, too, but for now it is not.
One more thing - why the periods in U.S. Why so tiny? I thought they were Volcano Taco crumbs on my computer screen. They bother me - take them out. It looks better without them and provides a double entendre: "United States" and "us." They disappear anyway when the whole thing is reduced.
