24 January 2013 UK Athletics today unveiled a new identity for the sport, “British Athletics”. The new look and feel will be on show for the first time at the British Athletics Glasgow International Match at the Emirates Arena in Glasgow on Saturday.
Following a memorable 2012 for the sport, British Athletics will be the face of athletics across the country engaging and inspiring new and existing audiences.
British Athletics will be used in all external communications, with UK Athletics reflecting the governance and NGB duties of the organisation.
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.”