Scheduled to be open later this year, the United States Olympic & Paralympic Museum has revealed the identity with a new logo that will grace its new hub at the foot of the Rocky Mountains. Created by Chermayeff & Geismar & Haviv, the new logo draws inspiration from three key elements—colours of the Olympic rings and Paralympic logo; the American flag stripes; the diamond silhouette of the building façade and more. Blending these elements, the firm sought to evoke an abstract flame, a nod to the omnipresent torch of the games. The new logo will serve alongside the museum’s existing logo, which combines the signature identities of the Olympics and Paralympics. The 60,000 sq ft museum is inspired by the movements of Olympians in competition. The facade of the building also contains 10,000 unique diamond-shaped panels, to which the logo pays tribute