Opinion BY Armin

The Ultimate in Swoosh Possibilities

For some reason, the frisbee seems to be the throwing object that is most adaptable to any number of other sports, most notable Golf Frisbee (combining, well, frisbee with golf) and Ultimate Frisbee (combining frisbee with American) football. For the record though, neither spin-off sport can actually use the word Frisbee, as it is a brand name and registered trademark of Wham-o Inc., think Kleenex vis a vis facial tissues, so instead they have to use the word Disc or Flying Disc. But I digress before the gressing gets too out of hand. The subject at hand concerns the newly named USA Ultimate, formerly known as the Ultimate Players Association, originally established in 1979. USA Ultimate acts as “the National Governing Body for the Sport of Ultimate.” The sport of Ultimate if you are not familiar, involves teams of seven, who score by passing the disc from one end zone to another, much like football, but when the a player has the disc he or she can only pivot before throwing it. It sounds like something you do after a few beers, but it’s actually a sport taken very seriously. Just check any of the videos here to get a sense.

As it pertains to flying discs I think it’s inevitable to find swooshes, much like you find thick crosses in healthcare logos, so you have to adjust your expectations accordingly. Even by this swoosh standard, the new logo is remarkable restrained with only one overarching swoosh that houses the stars and stripes of the USA flag, just in case the word USA didn’t clearly indicate this was a USA organization. The disc in the logo looks dull and more like a really flat pill. The typography is a watered-down version of most sports typography with some pointy points and being italicized. That final “E” is simply hilarious… you don’t have to put pointy points on everything!

The new logo is an improvement in the sense that it looks more marketable, like something you would have on a t-shirt, but ultimately the logo is quite disappointing.

Thanks to Doug Heimburger for first tip.

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For some reason, the frisbee seems to be the throwing object that is most adaptable to any number of other sports, most notable Golf Frisbee (combining, well, frisbee with golf) and Ultimate Frisbee (combining frisbee with American) football. For the record though, neither spin-off sport can actually use the word Frisbee, as it is a brand name and registered trademark of Wham-o Inc., think Kleenex vis a vis facial tissues, so instead they have to use the word Disc or Flying Disc. But I digress before the gressing gets too out of hand. The subject at hand concerns the newly named USA Ultimate, formerly known as the Ultimate Players Association, originally established in 1979. USA Ultimate acts as \"the National Governing Body for the Sport of Ultimate.\" The sport of Ultimate if you are not familiar, involves teams of seven, who score by passing the disc from one end zone to another, much like football, but when the a player has the disc he or she can only pivot before throwing it. It sounds like something you do after a few beers, but it's actually a sport taken very seriously. Just check any of the videos here to get a sense.

Many thanks to our ADV @ UnderConsideration Partners