UK Athletics unveils new identity

British Athletics to be the face of athletics across the country

Posted on January 24, 2013 by
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UK Athletics has unveiled a new brand to reflect the diverse nature of athletics.

Following a memorable 2012 for the sport, “British Athletics” is to be the face of athletics across the country, aiming to engage and inspire new and existing audiences.

The new brand, which will be on show for the first time at the British Athletics Glasgow International Match at the Emirates Arena in Glasgow on Saturday, “opens up a world of opportunities” said British Athletics Commercial Director Sophia Warner.

The new British Athletics logo features 14 different “pictograms”, each representing a different discipline within the sport with the design said 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,” said Warner. “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.”

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