The Northern Ireland Athletic Federation unveiled its new rebranded identity this week. The governing body will now be called ATHLETICS NORTHERN IRELAND in a recent modernisation process. In looking to the future, we have also changed the look of their current logo, which has been in place for 10 years, to a more modern and updated version. We wanted a bolder image that was easily identifiable, professional and in line with our contemporaries. The governing body recognised that with athletics high on the agenda over the next four years in the run up to the 2012 Olympics in London, we need to reinforce our brand to stand out in a very busy marketplace. Clare McCoy, Marketing & Communications Officer, is responsible for monitoring the implementation of the new visual identity. “Athletics Northern Ireland is looking to the future and taking positive steps to move in the right direction in becoming more contemporary and consumer friendly.” The re-branding will be launched in December 2007 and will include strategies within a unified marketing plan that will effectively set the goals, ambitions and future objectives to enhance Athletics Northern Ireland’s position in the sporting world. We will further communicate this re-branding effort in 2008 on all communication materials and will use the new logo in all facets of marketing and communications including TV and print advertising, signage etc. The company moved over to Limited status last year and this is the first of many steps in our modernisation process. Athletics Northern Ireland have also recently upgraded their website and are offering athletes the opportunity to enter online for key events such as the Belfast International at Stormont and the Irish Indoors at the Odyssey Arena.