Page 5 - Summer 2015 Newsletter

Association for Applied Sport Psychology

Unveils New Logo

New mark better deines group to professionals and consumers.

AASP is pleased to introduce a new association logo aimed at

improving our visual identity to sport psychology professionals as

well as to those athletes, exercisers, and performers who utilize our Several other important visual enhancements and their signiicance

services.
are worth noting. The lips are calmly pressed together to portray a

sense of determination. There is emphasis on the forehead, face,

The engaging new mark will help build cohesiveness in AASP’s
and chin lines that all converge to a single point, creating the il-
brand structure and is a step in our multi-year strategic plan to
lusion of movement and speed. The intersecting lines through the
strengthen the connection and messaging to core constituents. The
head and neck give the impression of an athlete in motion or push-

logo will be applied to all AASP programs, services, and products
ing through the wind.
this year.

Over the past 18 months, AASP has sought input from members to

help create a logo concept that is visually appealing, resonates The engaging new mark will

with a wide audience, and illustrates the profession in multiple

help build cohesiveness in AASP’s
ways. We have also tested the mark with potential consumers us-

ing online tools to capture valuable feedback. These groups have brand structure and is a step in our

indicated that the new logo is “clear, crisp, engaging, depicts ac-

multi-year strategic plan to strengthen
tion, and provokes the idea of motion and athleticism in conjunction

with the mental aspect.”
the connection and messaging

We believe that the sleek design is one that represents performance to core constituents
.
excellence in motion. It also provides a nice balance between

motion and a focus on what is in the mind. Using a more contem-

porary typemark for the association name, the logo depicts “sport

psychology” pushing the mind forward into action. The “swoosh” AASP has also created this new logo with the individual member

in the head icon represents focus and forward momentum. The in mind. We are currently revising our Logo Usage Policy to allow

subtle thin wisps in the swoosh also represent an encompassing members to use the new mark to help promote themselves profes-

and calming energy lowing from the mind of the mentally-prepared sionally. More details will be available shortly. 

athlete or performer.

AASP Newsletter // Summer 2015 // Association for Applied Sport Psychology Unveils New Logo

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