European Athletics has unveiled a refreshed brand identity, modernising both the overall corporate identity and also the related competition branding to work in more distinct and appropriate ways for their intended audiences.
The design work strengthens the long-standing and recognisable European Athletics icon and Your Sport for Life slogan, and introduces a new official typeface for the wordmark.
In addition, a secondary look has also been developed across corporate and event branding. The combination of shapes, patterns and colour palettes make the brand clear and recognisable across all forms of visual communication and supports the primary brand identity.
The inspiration of the brand refresh comes from the existing values of athletics, and the values and mission of European Athletics as an organisation.
The refreshed corporate brand identity is being unveiled in stages across European Athletics’ digital properties and upcoming activities, including this weekend’s Convention in Funchal, Madeira, and next month’s opening of the House of European Athletics – the new purpose-built headquarters in Lausanne, Switzerland.
The new competition brand identities will be rolled out for future European Athletics events starting from 2017.
European Athletics CEO Christian Milz said, “We are very pleased with our collaboration with design agency The Works. Our overall corporate look has been strengthened when looking inwards and for communicating with partners and stakeholders, while the fan engagement and competition side has been liberated to maximise the excitement and energy around our events.”
European Athletics Logo
The European Athletics logo comprises the logotype using the new official typeface and the well-known symbolic icon that comprises three arcs, each representing one of the basic components of athletics: running/walking, jumping and throwing.
The curve and positioning of the arcs lead the eye in three dimensions and create a feeling of movement. The result is best described by the word “dynamic,” which, of course, is often used to describe the sport as well.
The strong blue and yellow colours are meant to symbolise Europe, while the equally strong orange represents the sport of athletics.
One of the starting points for the design of the logo was how European Athletics unites three groups – Member Federations, athletes and fans – across Europe through the sport of athletics.
The arcs can also be seen as lanes on three running tracks.
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Your Sport for Life
This slogan is a short, memorable phrase that summarises our brand proposition and positioning.
The demand of modern consumers, especially young people, is for choice. “Your Sport” implies that there are many possible forms of engagement with athletics – health and fitness enthusiast, elite athlete, coach, competition official, club volunteer, federation leader, spectator, television viewer, internet user – and that from any combination of these each individual’s relationship with the sport can be customised to meet his or her current interests and needs.
European Athletics’ mission is to have a life-long relationship with every European, through different and changing activities in our sport – from competing as a junior or elite athlete to working as an official, and this is reflected in the “for Life” element of the slogan.
There is also a double meaning as the values of athletics – personal development, fitness, healthy lifestyle, education, social and environment responsibility, etc. – all imply that a personal relationship with athletics will add to the quality of life.