The Name is Athletics, British Athletics

Established in 1999, UK Athletics (UKA) “oversees the development and management of the nation’s favourite Olympic and Paralympic sport, from grassroots right through to podium.” With the attention gained during the London Summer Olympic Games, UKA decided to launch a new brand, British Athletics, that sort of replaces the UK Athletics name and brand, except it does not. For confusion purposes, “British Athletics will be used in all external communications,” while UK Athletics will be “reflecting the governance and NGB duties of the organisation.” This article explains much better what that means. The new British Athletics logo was introduced earlier this year. Update: The identity has been created by London-based SomeOne. More images and quotes ha