Date : 10 Jun 2019
Monte Carlo, Monaco, June 10, 2019: The International Association of Athletics Federations (IAAF) will soon become World Athletics.
The IAAF Council approved the global governing body’s new name and logo at its 217th Council Meeting held on Saturday. 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 hope is that our brand will help attract and engage a new generation of young people to athletics,” said IAAF President Sebastian Coe. “We have now created a brand that can come to life in the digital world while reflecting the changing nature of the sport. And at the same time bring into focus the athletes, the heroes of our sport.”
The new brand identity will begin its rollout in October after the IAAF World Athletics Championships Doha 2019 and following Congress’ approval of the change to the Federation’s legal name.
“The IAAF name has been in existence for over 100 years, but it has little understanding or relevance to those outside of athletics,” said IAAF CEO Jon Ridgeon. “The new identity creates a symbol that can stand alone and work with partners and events.”
The logo design is comprised of three elements: the ‘W’ of World, which is also symbol of an athlete’s arm raised in victory; the ‘A’ of Athletics, which also represents as 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’ group disciplines: running, jumping, throwing and walking.
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