IAAF rebrands as World Athletics, unveils new logo
Li Xiang
The International Association of Athletics Federations (IAAF) unveiled its new name "World Athletics" and new logo at the 217th IAAF Council Meeting that ended on June 8 in Monaco.
"The hope is that our new brand will help attract and engage a new generation of young people to athletics. 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," said Sebastian Coe, president of the IAAF.
The IAAF spent the past four years trying to come up with a more modern brand so it can attract more to the sport of athletics. Compared with "IAAF", the new name World Athletics is shorter and easier to understand.
Current name and logo of the International Association of Athletics Federations (IAAF) /IAAF Photo

Current name and logo of the International Association of Athletics Federations (IAAF) /IAAF Photo

"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," said Jon Ridgeon, CEO of the IAAF.
The new logo is composed of the following elements: the letter "W" that represents the movement of raised arms by an athlete for a victory; letter "A" that represents the focused state of an athlete before the race; an arc over the two letters that represents the entire athletics community; and the sweep of a running track that represents seeking to exceed limits.
The organization will start using the new name and logo in October after the Congress approves the change and the 2019 World Championships in Athletics in Doha, Qatar.
(Top image: new name and logo of the world governing body of the sports of athletcis /IAAF Photo)