World Athletics has unveiled a new global athletics brand, redefining the sport's identity and fan experience. The World Athletics Ultimate Championships, which will hold its inaugural event in Budapest, Hungary, in 2026, worked with branding specialists FutureBrand to create a modern, strong visual identity.
The key concept behind the rebrand is 'Class of One', which symbolizes the one and only, the peak moment, the performance like no other. FutureBrand delved deep into why people are passionate about athletics, focusing on those defining moments of triumph and emotional outbursts. This message resonates with spectators and athletes alike, and sets a new benchmark for the future of athletics.
The centerpiece of the visual identity is the "Star Flare" logo, which is composed of three elements that collide to form a star, symbolizing the three core events of track and field: running, jumping, and throwing. The star symbolizes competitive excellence, while the forms spreading out from it visually convey the dynamic energy of the athletes. The 3D realization of the logo is optimized for motion graphics and digital environments, which the brand wants to position as forward-thinking and innovative.
The brand's color system is also impressive. It uses a basic monochromatic palette, but adds vibrant iridescent gradients to create a festive atmosphere. The brand's tone of voice is also designed to go beyond mere description and evoke emotion. The language style, based on words like "obsessive," "bold," and "dramatic," captures the tension and excitement of the game, and is sure to attract new fans.
"The brand aims to energize athletes and fans alike," said Maria Ramos, Director of Brand and Marketing at World Athletics. "Collaborating with FutureBrand was a fresh way to think beyond the traditional framework of athletics, and allowed us to draw inspiration from inside and outside the sport to create a more inclusive brand."
