You may have noticed a change in the brand of the athletics body in the just-concluded world championships in Doha. The former IAAF rebranded to World Athletics in May and it was to be applied officially in the World Championships, which they did.
The former logo featured the image of Maurice Greene with his hands raised in celebration after crossing the finish line in victory.
Maurice Greene is a former American sprinter and record holder in the 100-meter dash that exited just when Usain Bolt walked in. His record stood at 9.79s.
The New Logo
The New World Athletics Logo Design Breakdown
The logo design is comprised of three main elements:
3. The Arc
The ‘W’ of World, and 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.
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, symbolizing 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.
“The hope is that our new 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 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 World Athletics Logo Critique
The logo seems to have achieved just one thing on the checklist. Change.
The fading gradient on the logo makes it unsightly and doesn’t add any value to the design of the logo.
The logo rebrand has great story and in what it encapsulates but the representation and interpretation could have been better. It could have been more iconic and memorable and a tad simple than it is.
It should have been an abstraction of fitness and the human element in the graphics shouldn’t have been taken off.
What are your thoughts on the new IAAF rebranding and logo?