WADA unveils refreshed brand via the launch of its new website

The World Anti-Doping Agency (WADA) unveils its refreshed brand via the launch of its new website.

Under the ‘Be Visible’ priority of WADA’s 2020-2024 Strategic Plan, it wants to ‘raise awareness and shape a proactive narrative that demonstrates the positive impact of doping-free sport and WADA’s role’. This brand refresh is aimed at reflecting its desired positioning of ‘Raising the Game’; and, the new website is intended to transform WADA’s digital footprint in a way that is engaging for all stakeholders, particularly athletes.

WADA President, Witold Bańka said: “We are excited to unveil WADA’s refreshed brand, which was endorsed by WADA’s Executive Committee in November 2021 and calls upon all of us to deliver on our vision of ‘a world where all athletes can participate in a doping-free sporting environment’. Our positioning of ‘Raising the Game’ will help shape what we do and explain how our people are delivering against our vision in collaboration with the global anti-doping community. It reflects the perception and experience that we want people to have of WADA.”

WADA Communications Director Catherine MacLean said: “Our refreshed brand is reinforced by a new visual identity, starting with a modernized logo that depicts a more open, engaging and impactful brand. It honors legacy elements of the logo we have had since our founding in 1999; such as, a square that represents the rules and customs of the game and an equal sign that evokes fairness with a human touch.”

“Green remains our color and we have expanded our palette and design to reflect the various fields of play that athletes participate on worldwide. To capture our dedication to equal chances for all, the ‘equal sign’ inspires our visual approach; including, as it relates to our tagline ‘Play true’, which is fun, human and adaptable; and, depicts trust, consistency, impartiality and confidence. We believe that we have developed a more modern and human brand and we hope it will engage everyone within the anti-doping ecosystem to raise the game for athletes worldwide.”

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Source: wada-ama.org

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