World Athletics boss pleased with rebranding of organization

World Athletics president Sebastian Coe has expressed satisfaction with the rebranding of the organization, seven months after the process was effected. The council for what was then known as the Internatioonal Association of Athletics Federations (IAAF) approved the global governing body's new name and logo at its council meeting in Monaco last June.

The new brand identity began its rollout in October after the World Championships in Doha and following congress's approval of the change to the federation's legal name. Lord Coe who was re-elected unopposed in 2019 for another four year term, told TVJ Sports in a recent exclusive interview that feedback to the rebranding has been very positive.