European Athletics has today unveiled a refreshed brand identity ©European Athletics

European Athletics has today unveiled a refreshed brand identity, which will be rolled out in part during the governing body’s upcoming Convention here in Madeira’s capital Funchal.

The design work strengthens the long-standing and recognisable European Athletics icon and "Your Sport for Life" slogan, it is claimed, and introduces a new official typeface for the wordmark.

A secondary look has also been developed across corporate and event branding with the combination of shapes, patterns and colour palettes said to make the brand clear and recognisable across all forms of visual communication and support the primary brand identity.

The inspiration of the brand refresh comes from the existing values of athletics, and the values and mission of European Athletics as an organisation.

The reinvigorated corporate brand identity is being unveiled in stages across European Athletics’ digital properties and upcoming activities, including its annual Convention - set to take place from tomorrow until Saturday (October 15) - and next month’s opening of the House of European Athletics, the new purpose-built headquarters in Lausanne. 

New competition brand identities are also set to be rolled out for future European Athletics events, starting from 2017.

"We are very pleased with our collaboration with design agency The Works," said European Athletics chief executive Christian Milz.

"Our overall corporate look has been strengthened when looking inwards and for communicating with partners and stakeholders, while the fan engagement and competition side has been liberated to maximise the excitement and energy around our events."

The slogan is described as a short, memorable phrase that summarises European Athletics' brand proposition and positioning ©European Athletics
The slogan is described as a short, memorable phrase that summarises European Athletics' brand proposition and positioning ©European Athletics

The European Athletics logo comprises the logotype, using the new official typeface, and the symbolic icon comprising three arcs that each represent one of the basic components of athletics - running/walking, jumping and throwing.

The curve and positioning of the arcs lead the eye in three dimensions and create a feeling of movement, it is claimed. 

The strong blue and yellow colours are meant to symbolise Europe, while the equally strong orange represents the sport of athletics.

One of the starting points for the design of the logo was how European Athletics unites three groups - Member Federations, athletes and fans - across the continent through the sport of athletics.

The arcs can also be seen as lanes on three running tracks.

European Athletics’ new slogan "Your Sport For Life" is described as a short, memorable phrase that summarises the governing body’s brand proposition and positioning.

"Your Sport" is said to imply that there are many possible forms of engagement with athletics - health and fitness enthusiast, elite athlete, coach, competition official, club volunteer, federation leader, spectator, television viewer, internet user - and that from any combination of these, each individual’s relationship with the sport can be customised to meet his or her current interests and needs.

European Athletics’ mission is to have a life-long relationship with every European, through different and changing activities in their sport, and it is claimed this reflected in the "for Life" element of the slogan.

There is also said to be a double meaning as it is claimed the values of athletics - such as personal development, fitness, healthy lifestyle,education, social and environment responsibility - all imply that a personal relationship with the sport will add to the quality of life.  

Britain's Mo Farah is one of three shortlisted in the men's category for the Golden Tracks European Athlete of the Year award ©Getty Images
Britain's Mo Farah is one of three shortlisted in the men's category for the Golden Tracks European Athlete of the Year award ©Getty Images

The European Athletics Convention is designed to better support the governing body’s Member Federations, offering opportunities for education, networking and socialising, along with the usual meetings and calendar planning activities.

A member federations governance workshop is due to take place tomorrow, with the first session of the Member Federations leaders forum scheduled for Friday (October 14) and the two others set to be held on Saturday (October 15).

The final session will be immediately followed by the European Athletics Golden Track awards ceremony when the continent’s best male and female athletes of 2016 will be announced.

Britain's Mo Farah is one of the three shortlisted for the men's athlete of the year award.

Farah defended both his 5,000 and 10,000 metres Olympic titles at the Rio 2016 Olympic Games and was also Europe’s fastest man over 1,500m, 3,000m, 5,000m, 10,000m and the half-marathon this year.

The second male nominee is Italian high jumper Gianmarco Tamberi, winner at both the World Indoor Championships in Portland and the European Athletics Championships in Amsterdam.

The third and final nominee in the men's category is Thomas Röhler of Germany, after he threw 90.30 metres at Rio 2016 to claim the Olympic javelin title.

Among the nominees for the women's athlete of the year category is Spain's Ruth Beitia.

The 37-year-old took high jump silver at the World Indoor Championships, before defending her European title.

Beitia then won a gold medal at Rio 2016, clearing 1.97m to become the oldest winner of an Olympic high jump title. 

Ekaterini Stefanidi of Greece has also made it to the final three after she won the pole vault gold medal at Rio 2016, becoming the first woman from her country to win an Olympic field event.

Polish hammer thrower Anita Wlodarczyk rounds off the list after she enjoyed an unbeaten season, winning the European title and then throwing a world record of 82.29m to win the gold medal in Rio, which she then improved to 82.98m later in August.

Up and coming talent is also recognised in the shape of the Rising Star prizes, while the winners of the coaching and innovation awards will be announced as well.