Athletics Australia makes subtle yet ‘bold’ rebrand

Nathan Jolly

January 30, 2025 9:30

Athletics Australia is rebranding to Australian Athletics, a subtle shift that the sporting federation claims allows for a “bold, new identity” for the 36-year-old organisation.

To go with the name flip is a new logo showing off the change.

“Australian Athletics (AA) enters 2025 with a bold, new identity, unveiling a rebrand that reflects the sport’s evolution and growth, connects to its storied legacy, and sets its sights on an exciting future,” AA said in a statement.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Nathan Jolly

Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.

Topics

Athletics Australia Australian Athletics rebrand

3 COMMENTS

John Walsh. 30 Jan 25

Not to put a negative spin on the rebrand , but how much time ,energy, resources and money whent into this decision . Changing Athletics Australia to Australian Athletics doesn’t appear that bold ????

2 Likes

User ID not verified.

Tim 30 Jan 25

Bold. The most over-used word in branding.

This is fine. But it’s not bold.

Having worked on a few sports brands in my time, my take is that this should have focused more on the unique magic of athletics and less on the generic shape of Australia.

User ID not verified.

Spade 31 Jan 25

Is this a joke?

User ID not verified.