By Duncan Mackay

Team USA celebrate winning water polo London 2012November 21 - A new redesign of the five-ring logo has been unveiled by the United States Olympic Committee (USOC) as they look to cash in on the success of London 2012, where they regained their place at the top of the medals table.

The design will be used in various marketing and sponsor materials in the build-up to Sochi 2014 and Rio 2016 and rebranding effort is designed enhance the USOC brand and continue to build consistent brand architecture for all USOC assets.

It is the latest step in a process that began in April 2010 with an overhaul of all USOC marks.

"Since the launch of our revamped brand platform two years ago, we've seen continued growth and loyalty to the USOC brand," said Lisa Baird, the chief marketing officer of the USOC Chief Marketing Officer Lisa Baird.

"This redesign of our five-ring logo continues to build our framework for a consistent look and feel for all USOC assets as well as our desire to work collaboratively with the IOC (International Olympic Committee).

"Additionally, since the American flag is the most recognised symbol of our country, putting it at the centre of our marks signifies the importance of identifying with the history, spirit and symbolism of our country."

New USOC marksThe USOC's marks are among the most recognised in America, according to a new survey

Both the US Olympic team and sponsor marks now feature the United States flag and the Olympic Rings in the designated IOC colours, as well as a Paralympic version with agitos, although this is still waiting for approval from the International Paralympic Committee (IPC).

The new mark will primarily be used in TOP and domestic sponsor initiatives and various USOC marketing, fundraising and digital media programmes.

The marks will continue to be used on apparel for US Olympic and Paralympic podium wear, Opening and Closing Ceremony apparel and uniforms worn on the field of play.

Additionally, the Team USA mark will be utilised as a secondary mark for Team USA on USOC apparel.

Having slipped from the top of the medals table at Beijing in 2008 the US reasserted their dominance at London 2012 by winning a total of 104 medals, 46 of them gold, comfortably finishing ahead of China and Britan.

Ryan Lochte with gold medal London 2012Ryan Lochte's four medals at London 2012, including two gold, helped the US to their best ever overseas performance

It was their best ever performance in an Olympics outside the US, beating the previous high of 45 gold medals at Mexico City in 1968.

The performance has helped reinforce the Olympics and USOC as a powerful brand in America.

According a survey conducted this summer by SRI International, all three of the US Olympic marks achieved 89 per cent awareness among major sporting brands, and 88 per cent of tested consumers associated the new flag five-ring mark with the Olympic Games and US Olympic team.

Also, consumers strongly identified the marks to stand for patriotism, inspiration, leadership and dedication.

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