The logo is made up of five interlocking ribbons, said to represent each of the five Continental Associations, forming a globe with the words ANOC filling the void in the middle.

The five Olympic rings are visible just below this globe.

The design was created by JTA Design, a branding, web development and design agency specialising in sport and the Olympic Movement.

JTA were appointed last December by ANOC to provide brand building and global communications services.

The logo was unanimously approved by the ANOC Executive Council at its meeting in Kuwait in March.

The new logo forms part of ANOC's reform and modernisation process led by President Sheikh Ahmad Al-Fahad Al-Sabah ©Getty Images



On the new logo, ANOC President Sheikh Ahmad said: "This is a very significant moment in the history of ANOC and our Association's evolution.

"We wanted our logo to reflect the modern and professional era that ANOC began at the XVIII General Assembly in 2012 and this logo does just that.

"It symbolises many of our values such as cooperation, innovation, transparency and respect while keeping at its very heart what is most important to us: serving the world's NOCs (National Olympic Committees) and their athletes.

"The logo was unanimously approved by the ANOC Executive Council in Kuwait in March and the feedback we have received has been excellent.

"Our members can see that it is yet another example of ANOC delivering on its promises to reform for the benefit of the NOCs.

"We worked in very close collaboration with the IOC (International Olympic Committee) during the approval process and now that it has been ratified by the IOC we look forward to implementing it with immediate effect."

The new modern logo replaces the old ANOC one ©ANOC

The logo is one of many reforms ANOC is set to deliver in the coming months, as the President continues to reshape and modernise the organisations since taking the helm in April 2012.

A new ANOC website is set to be launched later this month followed by the inauguration of a new headquarters in the home of the Olympic Movement, Lausanne, on July 7.

The new logo replaces the previous ANOC logo, which depicted each of the five Continental Associations inside the five Olympic rings.

Contact the writer of this story at [email protected]


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