IAAF unveils a new look

The IAAF has launched a new logo and competition brand system, foretelling a bright future for athletics, at the 2009 IAAF World Championships in Athletics, Berlin.

An IAAF statement noted: "In an effort to make athletics the number one sport for individuals in a changing world, the IAAF aims to deliver a consistent set of values which are at the centre of all its activities and provide leadership for the sport which are symbolised in the new brand visuals, with its unique new IAAF typeface.

"But the brand revamp does not only introduce a new IAAF logo but a consistent and recognisable look for all IAAF uses, and especially our system of competitions.

"These designs not only help to symbolise the prestige, high performance, global and heroic values of IAAF athletics but also aim to position each IAAF project."

IAAF IAAF President Lamine Diack said he's "very pleased to welcome this new IAAF brand."

"The creative designs have been produced in response to detailed market research, and the IAAF logo has been modernised.

"The values of athletics remain in the well established victory figure while the swoosh track effect reinforces the sport's universal appeal."

"The combined effect is modern and clean and will build a clear and recognizable global personality for athletics," he added.

The IAAF brand architecture will allow for the development of sub brands in the various areas, with the new IAAF logo used as a unifying theme within an easily understandable structure and the roll-out of the new system will be implemented over the coming months with a view to being fully operational by early 2010.