The World Anti-Doping Agency (WADA) is modernizing its image. It announces the launch in these first days of the year of a new visual identity (photo above) and, at the same time, of 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 this in a press release: “ Our new branding aims to reflect our desired positioning as an organization that “raises the bar”, and our new website aims to transform our digital footprint in a way that engages all our partners, starting with athletes“. The agency’s new logo, validated by the executive committee last November, is supposed to evoke “ greater openness, increased mobilization and a more impactful style“, in the words of WADA Communications Director, Catherine MacLean. The Montreal-based body has retained certain elements of its old visual identity, the origins of which date back to the creation of the AMA in 1999, such as the square, which represents the rules of the game, and the equal sign, which recalls the principle of equity. She also kept the green color, but by broadening the palette of tones and the graphics, with the ambition of representing “ different playing fields“. The new visual identity will be rolled out gradually over the coming weeks and months.
