— Published 19 January 2022

A new logo to be more visible

The World Anti-Doping Agency (WADA) is modernising its image. It has announced the launch of a new visual identity in the first few days of the year (photo above) and, in parallel, a refreshed version of its official website. This dual initiative is one of the priorities of its 2020-2024 strategic plan. It can be summed up in two words: “Be visible”. WADA explains in a press release: “Our new branding aims to reflect our desired positioning as an organisation that ‘raises the bar’, and our new website aims to transform our digital footprint in a way that engages all our stakeholders, starting with athletes. The agency’s new logo, approved by the executive committee last November, is meant to evoke “greater openness, increased engagement and a more impactful style”, in the words of WADA’s communications director Catherine MacLean. The Montreal-based body has retained some elements of its previous visual identity, which originated when WADA was founded in 1999, such as the square, which represents the rules of the game, and the equal sign, which recalls the principle of equity. It has also retained the colour green, but with a broader palette of tones and graphics, with the ambition to represent “different playing fields”. The new visual identity will be rolled out gradually over the coming weeks and months.