The International Association of Athletics Federations, IAAF, has revealed a new name – World Athletics – and logo.
According to a statement released by the association, the new name was approved by the IAAF Council at its 217th meeting in Monaco, stressing that it will make the sport more accessible to wider audience.
Quoting the statement:
”The new name, ‘World Athletics’, builds upon the organization’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 IAAF President, Sebastian Coe noted that the federation hopes that the new brand will help attract and engage a new generation of young people to athletics.
In addition, the IAAF Chief Executive Officer, John Ridgeon, said that
“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.”
He pointedout that the new brand will begin its roll out in October, after the IAAF World Athletics Championships in Doha. This came following the Congress approval of the change in the Federation’s legal name.
The design of the logo contains three main elements:
‘W’ for World, which is also a symbol of an athlete’s arms raised in victory.
‘A’ for Athletics, which represents an athlete focus as they prepare for the road ahead.
And lastly, an arc over the W and A to represent the entire athletics community coming together.