IAAF changes identity, to be known as World Athletics henceforth

World athletics governing body, International Association of Athletics Federations, will now be known as World Athletics. The name “World Athletics” will replace the current one IAAF -following the unveiling of the new name and logo during the IAAF Council meeting in Monaco. “The IAAF name has been in existence for over 100 years, but it has little understanding or relevance to those outside of athletics,” said IAAF CEO Jon Ridgeon. The new brand identity will begin its roll-out in October after the IAAF World Athletics Championships Doha 2019 and following Congress’s approval of the change to the Federation’s legal name. The logo design comprises three main elements: the ‘W’ of World, which is also a symbol of an athlete’s arms raised in victory; the ‘A’ of Athletics, which also represents an athlete’s focus as they prepare for the road ahead; and an arc over both to represent the entire athletics community coming together.