Logo Style Guide

This guide is designed for clubs, coaches, LMSCs, partners, affiliated organizations, meet organizers, volunteers, and any USMS member who seeks approval for use of the USMS branding and logo. To obtain permission to use the logo, or if you have any questions about USMS branding and logo use, please contact marketing@usmastersswimming.org. After obtaining permission and reading this guide, you can download the logos here.

Official Logos (Stacked and Horizontal)

This is the complete U.S. Masters Swimming logo in both stacked and horizontal formats. Each version of the logo has two parts: our icon and the U.S. Masters Swimming text description.

Layout and Usage

The logos may not be altered or distorted in any way. Logos must be used as a whole, without changing the relationship of the text to the icon.
The icon and U.S. Masters Swimming text description must be used together, with the registered trademark symbol at the tip of the icon. Any exception to this is reserved for in-house use only.

Pantone Colors

The logos must be in the approved Pantone colors, white, black, or grayscale only. No deviation of color scheme or substitution of colors is permitted EXCEPT as noted below.

Single-Color Usage

The U.S. Masters Swimming logo may be used as a single-color logo other than the approved Pantone colors, white, black, or grayscale ONLY WHEN: A team or event shirt, poster, ad, etc., uses its and all secondary logos in the same color, or to achieve a desired style, as shown in these examples.

White, Black, and Grayscale Formats

Both logos have been prepared in white for use on dark backgrounds. The logos have also been prepared in black and grayscale versions for use when color reproduction is not possible or when shades of gray and/or black are appropriate.

General Editing Guidelines

Our brand and style treatments carry across all of our communications, marketing, and branding. As such, all our members, clubs, partners, and affiliated organizations are asked to adhere to the following style guidelines:

Logos must be in the approved Pantone colors, white, black, or grayscale. No deviation of color scheme or substitution of colors is permitted except as noted herein.
The text treatment is a part of the logo and must be used as is, as an image. It's a stylized treatment of the font Helvetica Neue and cannot be recreated by simply typing these letters in that font. Even though it won't look exactly like this logo, we recommend using Helvetica Neue for other text in your U.S. Masters Swimming documents or projects to maintain a consistent look.
Our organization should be referred to as "U.S. Masters Swimming" on all materials and communications. Per Associated Press style, a period should be placed after U. and S. "USMS" and "Masters Swimming" are not acceptable substitutions in most cases.

Usage Rules for Clubs, Individuals, and Events

The use of the USMS logo is allowed on club and event banners, flyers, or other signage for promotional purposes.
The use of the USMS logo is also allowed to be a part of club and event t-shirts, hats, shorts, and other merchandise but it cannot be the focus of the merchandise item. Your club or event logo should be the focus and the USMS logo should be a much smaller application.
- IMPORTANT: Clubs and events may NOT sell merchandise that contains the USMS logo for profit. The merchandise can be a giveaway or sold at cost to club members or volunteers.
- We recommend that clubs and events use Swimoutlet's Team Stores for any merchandise as there is no inventory risk and they already have the USMS logo files.
All designs should be submitted to marketing@usmastersswimming.org for approval.

Download the Logos