What's New


Posted: Wednesday, July 15, 2015

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 services.

The engaging new mark will help build cohesiveness in AASP’s brand structure and is a step in our multi-year strategic plan to strengthen the connection and messaging to core constituents.  The logo will be applied to all AASP programs, services, and products this year.

Over the past 18 months, AASP has sought input from members to help create a logo concept that is visually appealing, resonates with a wide audience, and illustrates the profession in multiple ways.  We have also tested the mark with potential consumers using online tools to capture valuable feedback.  These groups have indicated that the new logo is “clear, crisp, engaging, depicts action, and provokes the idea of motion and athleticism in conjunction with the mental aspect.” 

We believe that the sleek design is one that represents performance excellence in motion.  It also provides a nice balance between motion and a focus on what is in the mind.  Using a more contemporary typemark for the association name, the logo depicts “sport psychology” pushing the mind forward into action.  The “swoosh” in the head icon represents focus and forward momentum.  The subtle thin wisps in the swoosh also represent an encompassing andcalming energy flowing from the mind of the mentally-prepared athlete or performer.

Several other important visual enhancements and their significance are worth noting.  The lips are calmly pressed together to portray a sense of determination.  There is emphasis on the forehead, face, and chin lines that all converge to a single point, creating the illusion of movement and speed.  The intersecting lines through the head and neck give the impression of an athlete in motion or pushing through the wind.

AASP has also created this new logo with the individual member in mind.  We are currently revising our Logo Usage Policy to allow members to use the new mark to help promote themselves professionally.  More details will be available shortly.

AASP invites members to share their thoughts on the new logo via email to info@appliedsportpsych.org.


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