World track and field governing body IAAF launch a new logo and competition brand system, foretelling a bright future for athletics at the World Championships Thursday.

In an effort to make athletics the number one sport for individuals in a changing world, the IAAF aims to deliver a consistent set of values which are at the centre of all its activities and provide leadership for the sport which is symbolised in the new brand visuals, with its unique new IAAF typeface.

But the brand revamp does not only introduce a new IAAF logo but a consistent and recognisable look for all IAAF uses, and especially the system of competitions.

These designs not only help to symbolise the prestige, high performance, global and heroic values of IAAF athletics but also aim to position each IAAF project.

"I am very pleased to welcome this new IAAF brand," said IAAF President Lamine Diack. "The creative designs have been produced in response to detailed market research, and the IAAF logo has been modernised. The values of athletics remain in the well established victory figure while the swoosh track effect reinforces the sport's universal appeal. The combined effect is modern and clean and will build a clear and recognizable global personality for athletics."

The IAAF brand architecture will allow for the development of sub brands in the various areas, with the new IAAF logo used as a unifying theme within an easily understandable structure.

Competition is a key area of the brand architecture, split among IAAF Permits, One day competitions and the World Athletics Series which includes all IAAF World Championships.

"The image of the sport is very important to the new audiences we're hoping to attract," said IAAF Ambassador Michael Johnson, the world record holder in the 400m. "And starting with a new image of the sport is very important."

This new brand is the end result of more than a year's work by two internationally renowned agencies: Whitestone and The Works. The IAAF will be implementing the roll-out of the new system over the coming months with a view to being fully operational by early 2010.

(Xinhua News Agency August 21, 2009)