United Kingdom Athletics is the body that governs athletics in the United Kingdom. Last month, on January 24, it unveiled a new brand identity and announced that it would be marketed as British Athletics in the future. The new corporate identity was designed by SomeOne in London, who found a need for imrpoved communication with those not already familiar with the organisation.
The new logo features a badge made up of fourteen pictograms representing different disciplines. This creates a versatile symbol that can be used in a number of ways. One can use it in small sizes and the crest shape is still apparent, one can make it large enough for all the pictograms to be visible and one can also use a portion of it, or use to pictograms as a pattern. Individual pictograms can also be highlighted through colour to represent different disciplines.
UK Athletics last introduced a new logo in 2009, adopting the moniker UKA.
|Close-up on the logo.|
"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." - SomeOne
British Athletics (archive)