Real Time Studio has created the literature and identity for UK Athletics, the new governing body formed to replace the British Athletic Federation, which went bankrupt in 1997.
The logo is intended to convey the organisation’s brand values of unity, vision, passion, excellence and achievement, says a UK Athletics spokeswoman.
It will be unveiled when the organisation officially takes over its governing remit from the interim UK Athletics ’98 body, on 26 January.
The company website, by Manchester group Umbra, will go live the same day. It is intended to be functional and information-intensive, says the client spokeswoman.
The BAF will look to promote itself as offering co-ordination and support rather than intervention and control.