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New Name, Logo, and Identity for World Athletics
 

before

after

Noted Nov. 18, 2019 by Armin

Industry / Sports Tags /

About

(Est. 1912) “World Athletics, previously known as the International Association of Athletics Federations (IAAF), is the international governing body for the sport of athletics, covering track and field, cross country running, road running, racewalking, mountain running and ultrarunning. Included in its charge are the standardization of rules and regulations for the sports, recognition and management of world records, and the organisation and sanctioning of athletics competitions, including the World Athletics Championships. The organisation’s president is Sebastian Coe of the United Kingdom. In June 2019 the IAAF approved a rebranding of the organization to World Athletics, with a gradual rollout beginning after the 2019 World Championships in Doha.” (Wikipedia)

Design by

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Related links

World Athletics press release

Relevant quote
The logo has three main elements: the "W" of World, which also symbolizes the arms of an athlete raised in a sign of victory; the Athletics "A" (athletics), which is also the athlete's goal as he sets out to launch; and a circular arc overhanging these two letters to represent the entire sporting community that is coming together. The logo also includes the layout of an athletics track that describes an ascending trajectory, symbolizing the desire to constantly exceed the limits. This drawing captures the energy present in the four groups of disciplines that make up athletics: running, jumping, throwing and walking.

World Athletics press release

Images (opinion after)
New Name, Logo, and Identity for World Athletics
Logo.
New Name, Logo, and Identity for World Athletics
Icon with photos.
New Name, Logo, and Identity for World Athletics
Icon with patterns for jump, run, throw, and walk.
New Name, Logo, and Identity for World Athletics
Custom typeface.
New Name, Logo, and Identity for World Athletics
New Name, Logo, and Identity for World Athletics
Messaging.
New Name, Logo, and Identity for World Athletics
Business cards.
New Name, Logo, and Identity for World Athletics
Banners.
Identity introduction.
Opinion

The old logo, presented here in its less garish lock-up because there is also this floating on the internet, was not terrible but wasn’t great either. The “AA” ligature was sort of interesting but the “F” was kind of sad to look at. With the new name, the logo turns its attention to the “W” for “World” (and although not verbalized, for “Winning” because c’mon…) and delivers a rather weird icon-slash-monogram that’s maybe a “W”, maybe a dome, maybe something else once you consider the concentric lines inside. It almost looks like a baseball diamond first than anything related to tracks. The wordmark, and accompanying custom typeface, are trying too hard to be either athletic or hardcore with the strange angles in the “S” and numerals, and they come off mostly as clunky concoctions. The icon is sort of interesting when it gets paired with the patterns or as an outline interacting with photography — so there is something there, maybe. The color palette is very odd for this organization — it’s too party-esque somehow. Overall, I think this had the right intention of making the organization exciting and energetic but maybe it got a little too carried away.

Thanks to Chris Rudge for the tip.

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Logo Before & After
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