CAN – Athletics Canada launches new brand identity

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Canada has some of the world’s fastest runners and walkers, highest jumpers, strongest throwers and wheelchair racers. As they prepare for competition on the world’s biggest stages, Athletics Canada is launching a new cutting edge brand identity for everyone to rally behind.

“Athletics Canada represents athletes from a lot of different disciplines, so we needed to create an identity that represents everyone and unifies them into one powerful team. From high school athletes to national team members, this brand represents all of us,” said Athletics Canada’s Chief Executive Officer David Bedford. “We are thrilled with the work done by One Twenty Three West, pulling inspiration from our sport, our country and our bright future.”

When it came time to design the brand that would represent the diverse disciplines of athletics in Canada – track and field, para athletics, road running, race walking, cross country, mountain, ultra and trail – Athletics Canada worked with one of our most invested stakeholder groups: the athletes themselves. Athlete input was sourced from the very start; athletes were engaged in the review of potential designs and provided feedback throughout the process. The video to accompany the brand launch was narrated in English and French by Olympian 400-metre runner Micha Powell. A soon-to-be released Public Service Announcement features sprinter Andre De Grasse, pole vaulter Alysha Newman and wheelchair racer Trystan Smyth showcasing the sport’s mind-blowing excellence. Athletics Canada is also putting its athletes front and centre when it launches the new athletics.ca later this spring.

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Source: Athletics Canada

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