the new UK athletics logo
someone – the designers behind the 2012 london olympics pictograms,
have designed a new identity which will be used in all external communications,
of UK athletics reflecting the governance and NGB duties of the organisation.
following text from someone:
based on research, there was a need to create a more consumer-focused identity
that was able to attract and engage with new participants of the sport as well as
those already familiar with athletics and the UK athletics body.
athletics is part of britain’s past, present and future. as athletic organisations logos
are often worn, on event clothing as well as training kit, the existing UK athletics logo
approach was felt better represented by a badge. a badge of athletic pride.
someone co-founder gary holt states ‘a badge was created to bring together all of
the diverse athletic disciplines. something that could come to represent quality,
confidence, expertise and pride – in all things athletic’.
the branding device of the badge is designed to work at both small sizes where the
illustration makes a crest-like shape — and at large sizes where each of the sporting
figures can be more clearly read. the leading symbol is detailed, but is designed
to retain primary elements even at small sizes and in challenging applications such
as stitched shirts and digital branded environments.
individually these pictograms can be picked out in colour for each specific discipline,
or even used as patterns themselves – increasing pride and relevance to all of
the types of athletics, as well as building a broader brand world for all communications
the new british athletics logo is made up of 14 different ‘pictograms’ each representing
a different discipline within the sport and as sophia warner, british athletics
commercial director explains, the unique design has been created to reflect
the diverse nature of athletics.
‘athletics could lay claim to being the most diverse sports in the country and that’s
something all of us at british athletics are immensely proud of. not only are there
lots of different disciplines but people from all walks of life are getting involved
– we wanted a brand that reflects that, and we’re proud of our new image.’
‘the development of the british athletics brand gives the sport something really
exciting and unique to work with, and opens up a world of opportunities for us
to develop and increase the profile of the sport.’