USG unveils brand relaunch, Olympics sponsorship

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Chicago—Building products company USG Corp. today unveiled a new brand identity and tagline, “It's your world. Build it.” USG debuted the new identity at seven live events for USG employees around the country. gyro Chicago was the creative agency of record, BGT Partners Chicago handled website development, and Tell Your Story, Chicago, handled social media and PR. Along with the relaunch, USG and its CGC Inc. Canadian subsidiary announced a four-year sponsorship of the U.S. Olympic and Paralympic Teams and of the Canadian Olympic Team. Under the sponsorship, USG and CGC are the official building materials sponsors of Team USA and the Canadian Olympic Team, respectively. L&W Supply Corp., USG's distribution subsidiary, becomes the official building materials provider of Team USA. “This is the first time we've done an Olympic partnership,” said Linda McGovern, VP-marketing at USG, in an interview with BtoB. “What Olympians go through is similar to the journey USG has been on: How do they innovate around training, prepare mentally for the game, understand their competition, go through setbacks and sometimes change their game plan and do things differently?” The brand relaunch will be supported by a redesigned global website at, as well as print and online ads.
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