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 designer (also a businessman) was hired to make a logo that USMS can use and license in all sorts of ways. He was not tasked to follow his artistic notions beyond that. If he had presented a swimmer with flames coming out his nose or skydiving, or a baby's arm holding an apple, it would have been a waste of his time because USMS could not use those images as icons..
I'm curious as to why someone was hired when there are plenty of designers here that would have done a design for free. I'm not complaining about the logo but USMS could have saved some money. The new logo is actually very similar to what I pictured when I heard a new logo was being designed. Although I have to agree, the font is a bit boring. I would have done something a bit more to it.
The designer (also a businessman) was hired to make a logo that USMS can use and license in all sorts of ways. He was not tasked to follow his artistic notions beyond that. If he had presented a swimmer with flames coming out his nose or skydiving, or a baby's arm holding an apple, it would have been a waste of his time because USMS could not use those images as icons..
I'm curious as to why someone was hired when there are plenty of designers here that would have done a design for free. I'm not complaining about the logo but USMS could have saved some money. The new logo is actually very similar to what I pictured when I heard a new logo was being designed. Although I have to agree, the font is a bit boring. I would have done something a bit more to it.
