Our new Australian Athletics brand revealed

Posted on
Author: Jamie Wilson

Athletics is a sport for life and is accessible to all, built on communities that come together and support one another because of their love of running, jumping, throwing, rolling and walking.

As a step towards merging athletics into one National Sporting Organisation, Coles Little Athletics Australia (LAA) and Athletics Australia (AA) have launched an exciting new brand identity that unifies the sport under the banner ‘Australian Athletics’.

Created by Coordinate, the Australian Athletics brand signifies the united organisation’s new purpose to create a healthier, connected nation by engaging Australians in athletics for life.

The logo is simple, bold and vibrant. It has been crafted by combining the ‘A’ of Athletics and Australia, with a directional and future focused arrow with lines embodying the lanes of an athletics track.

OneAthletics CEO Kate Palmer said the launch of the Australian Athletics brand is an important step forward in creating a new entity for athletics.

“Australian Athletics is a brand that is built by the idea of moving forward and doing so as a bold organisation, strongly focused on community and participation across athletics at all levels,” Palmer said.

“The design is smart and fresh, but most of all it recognises our position as a future peak body in Australian sport and its growing role in providing opportunities for all Australians, no matter their age, ability or gender to engage in track and field.

“With the refreshed platform comes language to reflect Australian Athletics’ dream of inspiring every Australian to participate in athletics. ‘Go’ and ‘With Us’ will become the taglines for the new organisation.

“The word ‘Go’ immediately instils a sense of excitement, while ‘With Us’ reflects a future focused organisation. It provides a wide angle for inclusion on every level with broad use of key words that can relate to and work with children from grass roots all the way through to the elite level.

“We are entering a new era for athletics in Australia and we are looking forward to moving into the future as Australian Athletics. We invite you to Go With Us; Run With Us; Jump With Us; Throw With Us; Roll With Us, and Walk With Us.”