USA Football is the national governing body for amateur American Football in the United States. Following extensive research consisting of key stakeholder interviews, the brand's positioning and visual identity were updated to more aptly reflect its core values. In the primary icon, a change was made from 3 stars to 4, to represent USA Football's 4 brand pillars; Values, Development, Safety and Participation. 

Additionally a full brand architecture was established, using a 'Branded House' approach where all sub-brands are clear derivatives of the master brand. A secondary shield icon was integrated into the program to unify the various programs within the USA Football universe.

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Creative Director: Edward M O'Hara
Brand Identity, Positioning, Brand Standards Guide