Sports
IAAF Unveils New Name, Logo, Now ‘World Athletics’
The International Association of Athletics Federations (IAAF) has unveiled a new name and logo, ‘World Athletics’, saying it will make the sport more accessible to wider audience.
A statement by the association released to the media in Ilorin, yesterday said that the new name was approved by the IAAF Council at its 217th meeting in Monaco.
“The new name, ‘World Athletics’, builds upon the organisation’s restructuring and governance reform agenda of the past four years to represent a modern, more creative and positive face for the sport.
“The new brand, council agreed, makes the sport more accessible to a wider audience while giving the global governing body the opportunity to more clearly communicate its mission as the leader of the world’s most participatory sport.
“The hope is that our new brand will help attract and engage a new generation of young people to athletics,” said IAAF President, Sebastian Coe.
On his part, IAAF Chief Executive Officer, John Ridgeon, said “we have now created a brand that can come to life in the digital world while reflecting the changing nature of the sport.
“At the same time, we have brought into focus the athletes, the heroes of our sport.
“The IAAF name has been in existence for over 100 years, but it has little understanding or relevance to those outside of athletics.
“The new identity creates a symbol that can stand alone and work with partners and events.”
The new brand will begin its roll out in October after the IAAF World Athletics Championships in Doha, and following Congress’s approval of the change to the federation’s legal name.
The logo design comprised three main elements: ‘W’ of World, which is also a symbol of an athlete’s arms raised in victory; ‘A’ of Athletics, which also represents an athlete’s focus as they prepare for the road ahead.
The third is an arc over both, to represent the entire athletics community coming together.
The logo also includes the sweep of a running track which appears in an upward trajectory, symbolising the desire to continually push beyond limits.
The patterns capture the energy present in all four of athletics’ group disciplines: running, jumping, throwing and walking.
The rebrand process began in January, 2018 when the IAAF invited five global brand and marketing agencies to respond to the brief outlining the rebrand concept.
From those, an internal team selected a short list, which then underwent a consultation process where Member-Federations, partners, athletes and broadcasters, provided feedback before the final version was presented to Council.
Sports
NDG: Rivers Coach Appeal To NDDC In Talent Discovery
Sports
Rivers Sports Director Rates Niger Delta Games High
Sports
Treat Bees, Silkworms As Valuable Resources – Don
-
News2 days agoAmend Constitution To Accommodate State Police, Tinubu Tells Senators
-
Politics2 days agoSenate Urges Tinubu To Sack CAC Boss
-
News2 days agoDisu Takes Over As New IGP …Declares Total War On Corruption, Impunity
-
Business2 days ago
President Tinubu Extends Raw Shea Nuts Export Ban To 2027
-
Business2 days ago
Crisis Response: EU-project Delivers New Vet. Clinic To Katsina Govt.
-
Business2 days ago
President Tinubu Approves Extension Ban On Raw Shea Nut Export
-
Business2 days ago
FG Pushes Cassava Bioethanol Drive To Boost Industrial Growth
-
News2 days ago
25 Killed In Adamawa Jihadist Attacks
