US Youth Soccer

The Path for Every Player

Research, Strategy, Positioning, Identity, Architecture, Guidelines, Campaign Development, Messaging, Digital, Production

The largest youth sports organization in America, approached SME in hopes of establishing a distinct market position and a galvanizing national brand —capable of unifying its 55 state associations around a central narrative and a modernized, professional look.

PRIMARY Mark

Alternate Primary Marks

Secondary & Tertiary Marks

Cups & Programs

“The Path for Every Player” platform served as an overarching theme to not only communicate the vast developmental benefits provided by soccer, but to inspire US Youth Soccer’s associations and programs with a clearly defined brand essence, mission and vision.

“Rebranding the largest youth sports organization in the country is no easy task. Thanks to SME, every aspect of our new brand emphasizes our leadership position within youth soccer and our ongoing commitment to serving every player, coach, referee, and community.”

— Chris Moore, Former CEO USYS