SomeOne creates British Athletics identity

SomeOne has created the identity for British Athletics, with a logo made up from 14 different pictograms, each representing a different athletic discipline.

The new identity
The new identity

The British Athletics brand will be the public-facing brand for the sport’s governing body UK Athletics. The new branding will be used on athletes’ kit, for dressing at athletics meetings, on the British Athletics website, and on other touchpoints.

The new identity on products
The new identity on athletics kit

SomeOne says it wanted to develop a ‘badge’ for British Athletics, that could be worn on athletes’ training kit and event clothing.

The new identity
The new ‘badge’ identity

SomeOne co-founder Gary Holt says, ‘A badge was created to bring together all of the diverse athletic disciplines. Something that could come to represent quality, confidence, expertise and pride.’

The new identity on products
The new identity on athletics kit

The consultancy says the badge is designed to work at 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 new identity on products
The new identity on event dressing

SomeOne says, ‘The symbol is designed to retain primary elements even at small sizes and in challenging applications such as stitched shirts and digital branded environments.’

The new identity
The new identity on products

Individual pictograms can be picked out in colour to represent each specific discipline, or used to create patterns.

The new identity
The pictograms as a pattern

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