UK Athletics

Stamina and endurance

For an athlete, preparation is all. So, when Navyblue was asked to create an identity for UK Athletics’ latest performance programme – Power of 10 – we began by pulling together a swathe of information. The programme builds towards the London 2012 Olympics. The idea is to have at least ten athletes who have bettered a predefined target in every event, every UK region and every age group. With name and colour scheme already a given, our research and ground-work helped us really get under the skin of the concept to develop a compelling identity based around the theme of progression. The Power of 10 launched in summer 2006 and will gain further momentum in the run up to 2012. Navyblue had previously worked with UK Athletics preparing the successful bid for the London 2012 Olympic and Paralympic Games.