USG Scores a New Brand Identity Just in Time for the Olympics



The USG Corporation has kicked off a completely new brand identity. And the company’s sure doing it with style.

Yep, USG’s new brand has launched with the support of the U.S. Olympic Committee and Canadian Olympic Team Sponsorships. Considering the company’s core values — integrity, service, innovation, diversity, safety, efficiency and quality — it should come as no surprise that they’re tied closely with the Olympics.

“Olympic and Paralympic athletes are known for high performance, perseverance and a commitment to excellence – principles that align closely with USG’s own values,” said USG Chairman, President and CEO James S. Metcalf in a recent press release. “We are proud to support the athletes who devote their lives to achieving greatness. It inspires us to do the same as we embark on the next phase of our company’s growth.”

A manufacturer and distributor of unique, innovative building systems, USG proudly kicks off four-year sponsorships of the U.S. Olympic and Paralympic Teams as well as the Canadian Olympics Team.  The company’s U.S. sponsorship includes a number of large building material donations including Sheetrock Brand UltraLight Panesls Firecode 30 to be used in the new High-Performance Center in the Colorado Springs Olympic Training Center set for a 2014 opening.

It’s funny, when you watch these incredible athletes compete against top athletes around the world, you never think of every step involved in getting them there. Sure they need to train, but what about their training facilities? Who puts those together? What materials are used? And who manufactures those materials?

Hopefully the proud employees of USG can feel a little extra pride when a U.S. or Canadian athlete takes home the gold, knowing that their materials helped get that athlete to the winner’s platform.

With a new brand identity must also come a new tagline. And  what could be more appropriate for USG and the indomitable spirit of the Olympics than this: “It’s Your World. Build It.”

3 thoughts on “USG Scores a New Brand Identity Just in Time for the Olympics”

  1. There really is so much that goes into the Olympics. It just amazes me that it brings all these different groups of people from all over the world together in one spot to compete!

  2. It’s cool to think about all the different people that help make the Olympics possible. I’m really looking forward to watching the Olympics this year, and showing it to my 2 daughters!

  3. You are right – we can be superficial about many things, not contemplating the effort that goes on. We watch the olympics and cheer for a feat that is accomplished in less than a minute. I’ve been left in awe of the years of training and effort that put them at the top of their sport


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