Discus
Athletics Australia rebrands as...... Australian Athletics - Bold new move?
Pro News/Info/Results
We changed the title. It was initially titled as "Athletics Australia reverses name to Australian Athletics - Bold new move?"
-
160
-
fine that’s
360 -
This is just a great trolling opportunity for World Athletics to become Athletics World.
350 -
Way to spend those taxpayer dollars.
250 -
It’s a bold strategy.
80 -
I guess they didn't get the memo that DEI is dead - at least hear in America. Maybe the memo is still travelling down under via sail boat or something.
Check out some of the wording from their press release.
AA wrote:
“This rebrand isn’t just about a new look—it’s about reimagining what athletics means to Australians. Australian Athletics is about celebrating our legacy while embracing the future, uniting every member of our community – whether you’re an Australian representative, track and field enthusiast, casual runner or everyday walker – under a shared vision to grow and elevate the sport in this country.
“Athletics invites everyone in. It’s about the joy of movement, the human body in motion and the unparalleled benefits to physical, mental and social wellbeing. We’re creating a movement where everyone can belong.”
Central to the rebrand is a bold and dynamic logo, designed to reflect the energy, inclusivity and progression that defines Australian athletics. The logo’s elements weave together the sport’s diverse disciplines while honouring its past and looking to the future.
Key features of the design include:
Four Core Colours: Grey for road, green for field, yellow for track, and orange for cross country and trail. These vibrant shades represent the breadth of the sport, its accessibility and inclusivity.
Green and Gold: Sitting next to each other in the colour spectrum, the green and gold reflecting the pride and unity of Team Australia, with the iconic national sporting colours central to the design.
Abstract Map of Australia: Subtle breaks in the map’s design symbolize the connection between trails, roads, and cross-country paths, highlighting the sport’s reach across the nation, both in and beyond the athletics stadium.
Lines: Representing lane markings, roadways, finish lines, and take-off boards, these elements create a pathway concept, emphasizing progress and movement.
Modern Typography: Bold, sleek, and contemporary, the typography aligns with the themes of precision and dynamism that are synonymous with athletics.124 -
This can't be real. Must be from a satire site? Or maybe Aussie humor? Bold new move ...step away from the beer and hold your hands where we can see them!
151 -
Australia must have paid Max Siegel a few million to consult on this transformative project.
220 -
Very bold indeed.
40 -
UK Athletics did similar rebranding as British Athletics. I think this is why when they recruit they emphasise business experience as much as knowledge of the sport - so that staff can come up with these sort of punchy innovations that sports geeks could just not manage. tbf if the Federation name has to include the name of the sport, the name of the nation, and remain concise, there's quite tight scope.
21 -
AsdidtheBrits wrote:
UK Athletics did similar rebranding as British Athletics. I think this is why when they recruit they emphasise business experience as much as knowledge of the sport - so that staff can come up with these sort of punchy innovations that sports geeks could just not manage. tbf if the Federation name has to include the name of the sport, the name of the nation, and remain concise, there's quite tight scope.
The UK Athletics / British Athletics thing is still bizarre over 10 years after they rebranded.
Internally they refer to themselves as 'UK Athletics' and have their own internal branding and logo, but when they are marketing themselves externally they are 'British Athletics' and have a separate brand and logo.
There is also 'England Athletics' which does grassroots organisation but has exactly the same offices and address as UK Athletics / British Athletics.
UK Athletics / British Athletics / England Athletics - how different brands does one medium-sized sport need??
70 -
This is what happens when you have a bloated bureaucracy. Bureaucrats have to make up work to justify their existence.
140 -
It's not even that bloated. It's the same people putting a different hat on depending on who they're speaking to.
10 -
why why why wrote:
AsdidtheBrits wrote:
UK Athletics did similar rebranding as British Athletics. I think this is why when they recruit they emphasise business experience as much as knowledge of the sport - so that staff can come up with these sort of punchy innovations that sports geeks could just not manage. tbf if the Federation name has to include the name of the sport, the name of the nation, and remain concise, there's quite tight scope.
The UK Athletics / British Athletics thing is still bizarre over 10 years after they rebranded.
Internally they refer to themselves as 'UK Athletics' and have their own internal branding and logo, but when they are marketing themselves externally they are 'British Athletics' and have a separate brand and logo.
There is also 'England Athletics' which does grassroots organisation but has exactly the same offices and address as UK Athletics / British Athletics.
UK Athletics / British Athletics / England Athletics - how different brands does one medium-sized sport need??
I'm very pedantic and this got me thinking. Vaguely, I think UK sounds more metropolitan and internationalist whereas British - nowadays anyway - seems a bit more Reform and Brexity. Which may or may not be linked with a British Milers' Club leading official standing in the last election for Reform. With apologies for dragging this about 12,000 miles from Australia.
21 -
GreatDane wrote:
Discus
Grammatically now sounds odd. I'm sure someone with better knowledge of english grammar could explain why.
Bigger thing for me? I would love to know which consulting agency they used to come up with this and how much they paid them. I can imagine the AA crew walking into some lavishly hip, downtown Sydney loft office just all clear glass and "open workspaces" to be fed
"After months of consumer deep-diving and insight gathering, we really just believe in keeping it simple yet at the same time zigging when others zag so we present to you.... Australian....Athletics"
in some Curb Your Enthusiasm-esque moment.
"That will be 1.4 million dollars - would anybody else like a $9 flat white before we absolutely finalize your tab"?
Comical.
60 -
AsdidtheBrits wrote:
why why why wrote:
The UK Athletics / British Athletics thing is still bizarre over 10 years after they rebranded.
Internally they refer to themselves as 'UK Athletics' and have their own internal branding and logo, but when they are marketing themselves externally they are 'British Athletics' and have a separate brand and logo.
There is also 'England Athletics' which does grassroots organisation but has exactly the same offices and address as UK Athletics / British Athletics.
UK Athletics / British Athletics / England Athletics - how different brands does one medium-sized sport need??
I'm very pedantic and this got me thinking. Vaguely, I think UK sounds more metropolitan and internationalist whereas British - nowadays anyway - seems a bit more Reform and Brexity. Which may or may not be linked with a British Milers' Club leading official standing in the last election for Reform. With apologies for dragging this about 12,000 miles from Australia.
Maybe. UK is more "official" and perhaps that doesn't work in marketing. But I thought "UKA" was a lot snappier.
There are sensitivities in Northern Ireland about British identity so using 'British' in that context can be (very) contentious. Most sports in Northern Ireland are governed in connection with the Republic of Ireland but this isn't the case for athletics so that's possibly a consideration.
10 -
This isn't a rebranding, this is moving around two words. I really hope they didn't pay someone for this garbage.
40 -
u5lu5lulyk wrote:
This isn't a rebranding, this is moving around two words. I really hope they didn't pay someone for this garbage.
Hahah, oh you know they did.... :D
30 -
Not a bold, new move, but a new, bold move.
Not as bold as naming the biggest track meet in Australia after an agent who served a drug ban for switching urine samples to protect a drug cheat.
130 -
As a member of the People's Front of Judea, I've got to tell you that the
Judean People's Front are a bunch of wankers.60
What People Are Talking About On LetsRun
No top threads at the moment. Check back soon.