The International Skating Union (ISU) stands at a pivotal point in its 133-year history. Building on a season of innovation and progressive changes across its events and governance (read here), the ISU once again breaks the ice by reaching another significant milestone: the unveiling of a bold new corporate Brand.  

This significant leap forward is further underscored by the simultaneous opening of the ISU’s new Headquarters in Lausanne (SUI) – the “Home of Skating” – a powerful symbol of the organization’s ongoing modernization and growth under the ISU Vision 2030 strategic program. The ISU redefines the future of skating - be part of the change and Skate the Future with us! 

The ISU is reinventing its brand – an initiative that captures what the organization stands for in a powerful expression of its Vision, Mission and Values. It manifests in a bold new brand identity that aligns its external image with the current innovative internal transformation. This brand evolution is a direct outcome of ISU Vision 2030, the strategic roadmap led by ISU President Jae Youl Kim, signalling a new era of opportunity for skaters, fans, partners, Members and the global ice-skating community at large. 

ISU President Jae Youl Kim and the new ISU logo ©ISU 

“The launch of our new brand identity is more than a visual change - it’s a symbol of our transformation,” said ISU President Jae Youl Kim. “We are not just changing how we look – we are changing how we lead. With ISU Vision 2030, we are entering a new chapter in our history, one that reshapes the future for our skaters, our audiences, commercial partners and the skating community around the world. This rebrand sets the stage for bold growth, stronger partnerships, and deeper engagement, reflecting who we are becoming: agile, inclusive, and forward-thinking.”

A Brand built for the Future

The new ISU visual identity blends striking design with clear purpose. Three iconic letters make a bold statement: a confident step forward to shape the future of the organization and the sport. They are connected by a distinctive “Edge” that brings life to the mark – a symbol of dynamic energy and elegant motion inherent to skating sports that the ISU proudly governs. Offset on a vibrant new palette of blues, it is modern, dynamic and professional: created to leave enduring impact as a new chapter of ISU’s proud heritage. 

The new ISU logo with distinctive “Edge” in the center and three blue gradients reflecting the core values of professionalism, passion for the ice and vibrancy of competitions ©ISU

The new ISU logo with distinctive “Edge” in the center and three blue gradients reflecting the core values of professionalism, passion for the ice and vibrancy of competitions ©ISU

This new ISU logo forms part of a broader Brand Architecture built around a renewed brand claim, clear vision and mission statements, and three core values: 

• VISION: 

“To create a world where everyone can experience and enjoy the thrill of skating”. 

• MISSION: 

“Sustainably grow and improve our sport by prioritising our skaters, engaging fans, nurturing partnerships and inspiring communities”. 

• VALUES: 
  1. Authentic Leadership – We are Passionate
  2. Active Responsibility – We are Collaborative
  3. Meaningful Innovation – We are Progressive 
• BRAND CLAIM: 

“Skate On, Together.”

The new ISU Brand House featuring the Brand Claim, Vision and Mission statements ©ISU

“Together, these pillars are guiding the ISU on its transformative path - one that makes our sports more accessible, commercially appealing, and relevant to new generations of skaters and fans. It’s a path that proudly honors our heritage while confidently opening the door to the future.”, adds ISU President Jae Youl Kim.

New “Home of Skating” in Lausanne

In parallel to its redefined “Brand House” and corporate identity, the ISU relocates its physical “Home of Skating” to a new modern, collaborative workspace designed to reflect its evolving vision and ambitions. Still rooted in the heart of Lausanne, the new offices feature a welcoming Hall of Fame at the entrance, leading into a spacious open space floor. This layout is purposefully arranged to encourage interactive teamwork, creativity, and fluid collaboration across departments.

The new branding is thoughtfully integrated throughout the space, creating an environment that brings the ISU’s core values to life. The modern, elegant interior design reinforces the organization’s identity, creating a professional yet inspiring atmosphere that reflects both legacy and progress. 

The new ISU logo as it will appear printed on ice ©ISU 

Oldest Winter Federation - Boldest Reforms 

This Thursday July 3^rd 2025, the ISU will hold another historic moment by reuniting its Members for the inaugural ISU Extraordinary Congress, during which the assembly will vote on a comprehensive reform of the ISU Constitution – the first of its kind since the organization’s founding in 1892. 

This unprecedented review process was approved in June 2024, at the ISU Ordinary Congress in Las Vegas (USA), with the objective of providing the organization with greater operational flexibility in today’s fast-moving sports landscape (read here). The proposed constitutional framework has been shaped around four guiding principles: clarity, simplicity, consistency, and agility.

The ISU Extraordinary Congress will be held at the SwissTech Convention Centre in Lausanne and will be livestreamed via the ISU Youtube channel. More details will be shared soon across ISU digital platforms.

The new ISU logo mosaic ©ISU

A Media Kit is available here for press coverage with all relevant assets, including banners, logos, Style Guide, and further graphics. 

We are excited to share this new chapter of our journey with us – and to Skate on, Together!