The World Anti-Doping Agency (WADA) is delighted to unveil its brand refreshed through the launch of its new website.
As part of WADA’s “Be visible” priority Strategic Plan 2020-2024, we want to “raise awareness and shape a proactive narrative that demonstrates the positive impact of doping-free sport and the role of WADA.” This brand refresh is intended to reflect our desired positioning of ‘Raising the Game’; and the new website aims to transform WADA’s digital footprint in a way that is engaging for all stakeholders, especially athletes.
WADA President Witold Bańka said: “We are delighted to unveil the renewed WADA brand, which was endorsed by WADA’s Executive Committee in November 2021 and calls on all of us to realize our vision. of a “world where all athletes can take part in doping control”. – free sports environment”. Our positioning of “Raising the Game” will help shape what we do and explain how our employees achieve our vision in collaboration with the global anti-doping community. This reflects the perception and experience we want people to have of WADA.
WADA’s Director of Communications, Catherine MacLean, said: “Our refreshed brand is enhanced by a new visual identity, starting with a modernized logo that represents a more open, engaging and impactful brand. It honors the legacy elements of the logo we have had since our founding in 1999; like a square that represents the rules and customs of the game and an equals sign that evokes fairness with a human touch.
“Green remains our color and we’ve expanded our palette and design to reflect the different playing fields athletes compete in around the world. To illustrate our commitment to equal opportunity for all, the ‘equals sign’ inspires our visual approach; including, in relation to our slogan “Play true”, which is fun, human and adaptable; and portrays trust, consistency, fairness and trust. We believe that we have developed a brand more modern and more humane and we hope it will engage everyone within the anti-doping ecosystem to improve the game for athletes around the world.
As our new brand and visual identity will be rolled out gradually over the coming weeks and months, we are pleased to launch our new website, which is WADA’s main communication channel. Our main goal in launching this new website is to provide users with a more intuitive and user-friendly experience that makes it clear who we are, what we stand for and what we achieve together around the world. The website features a refreshed look, improved navigation, and a handful of features that will make the overall experience more impactful on desktop, mobile, and tablets.
The refreshed brand and new website reflect feedback from external and internal stakeholders, which was gathered in 2020 and 2021 through surveys, interviews and user acceptance research. As we want to ensure that we are improving in line with stakeholder expectations over time, we encourage everyone to send feedback to [email protected].