Whitestone designs anti-doping logo

Whitestone has created a new identity for United Kingdom Anti-Doping, a new governmental organisation set up by UK Sport.

Appointed in August following a credentials pitch, the group was asked to represent the values of UKAD, which Whitestone chief executive Chris Lightfoot describes as ‘creating a level playing field of competition without drug cheats’.

The drug detection, enforcement and education agency will work with all athletic and sporting governing bodies across the UK.

Lightfoot says, ‘There is a temptation to make Government bodies look too police-like. Our approach was about openness, honesty and transparency.’

The identity uses ‘translucent tones and colours’ to ‘accentuate clean and pure values’.

Communications will begin to roll out today with a website to follow.

UKAD stationery will feature a single line to show intolerance and ‘drawing a line under drugs’, taking its cue from the identity.

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