UK athletics identity by someone

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 and events.

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.’