IAAF Rebrands As WORLD ATHLETICS

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The IAAF Council has approved the global governing body’s new name and logo at the 217th IAAF Council 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, will also make 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 new identity creates a symbol that can stand alone and work with partners and events and will rollout in October after the IAAF World Athletics Championships Doha 2019 and following Congress’s approval of the change to the Federation’s legal name.

The logo design is comprised of three main elements: the ‘W’ of World, which is also a symbol of an athlete’s arms raised in victory; the ‘A’ of Athletics, which also represents an athlete’s focus as they prepare for the road ahead; and 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.  

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