March 5, 2005 “” USA Cycling unveiled a new company logo today that will serve as the national governing body’s new look as it enters another Olympic quadrennium.

Replacing the previous red, white and blue star treatment, USA Cycling’s new logo was designed by Rich Silverstein, co-chairman and creative director of Goodby Silverstein & Partners, a San Francisco-based advertising agency best known for creating the “Got Milk?” campaign that also boasts corporate giants such as Banana Republic, eBay, Saturn, Nike, Hewlett-Packard, and Anheuser-Busch among its clientele.

A member of both the USA Cycling Board of Directors and the USA Cycling Development Foundation board, Silverstein graciously donated his time and resources to produce USA Cycling’s new emblem at no cost to the federation.

“I’m humbled to have had the opportunity to come up with an image that represents America’s team,” said Silverstein. “It certainly results in an enormous sense of pride knowing that this logo will be the face of USA Cycling for years to come and will be proudly displayed alongside the Olympic rings.”

The new logo, a bicycle wheel with an American flag in motion, was loosely inspired by the famed “Winged Victory of Samothrace”, a sculpture depicting the Greek goddess Nike. “The intention was to incorporate the American flag, the Greek heritage of the Olympics, the notion of victory and cycling all into one design”, explained Silverstein.

The new USA Cycling logo will also feature slight derivatives that will be applied to distinguish between road, mountain, track, cyclo-cross and development foundation-themed affairs.

The new logo also bears a slight resemblance to the flag and wheel concept first used as the USA Cycling Development Foundation logo, also designed by Silverstein.

“We’re very pleased with the new look Rich has generously designed to represent our company, our membership and our future Olympic athletes,” commented Gerard Bisceglia, USA Cycling chief executive officer. “With a logo simply acting as shorthand for a product, we hope that the new logo will evoke an instant association with cycling in the United States and eventually become a highly recognizable image.”