WADA unveils refreshed brand via the launch of its new website

The World Anti-Doping Agency (WADA) is excited to unveil its refreshed brand via the launch of its new website.

Under the ‘Be Visible’ priority of WADA’s 2020-2024 Strategic Plan, we want to ‘raise awareness and shape a proactive narrative that demonstrates the positive impact of doping-free sport and WADA’s role’. This brand refresh is aimed at reflecting our desired positioning of ‘Raising the Game’; and, the new website is intended to transform WADA’s digital footprint in a way that is engaging for all stakeholders, particularly athletes.

WADA President, Witold Bańka said: “We are excited to unveil WADA’s refreshed brand, which was endorsed by WADA’s Executive Committee in November 2021 and calls upon all of us to deliver on our vision of ‘a world where all athletes can participate in a doping-free sporting environment’. Our positioning of ‘Raising the Game’ will help shape what we do and explain how our people are delivering against our vision in collaboration with the global anti-doping community. It reflects the perception and experience that we want people to have of WADA.”

WADA Communications Director Catherine MacLean said: “Our refreshed brand is reinforced by a new visual identity, starting with a modernized logo that depicts a more open, engaging and impactful brand. It honors legacy elements of the logo we have had since our founding in 1999; such as, a square that represents the rules and customs of the game and an equal sign that evokes fairness with a human touch.” 

“Green remains our color and we have expanded our palette and design to reflect the various fields of play that athletes participate on worldwide. To capture our dedication to equal chances for all, the ‘equal sign’ inspires our visual approach; including, as it relates to our tagline ‘Play true’, which is fun, human and adaptable; and, depicts trust, consistency, impartiality and confidence. We believe that we have developed a more modern and human brand and we hope it will engage everyone within the anti-doping ecosystem to raise the game for athletes worldwide.”

While our new brand and visual identity will roll out progressively over the coming weeks and months, we are pleased to launch our newly designed website, which is WADA’s primary communications channel. Our main goal in launching this new website is to provide users with a more intuitive and user-friendly experience that clearly states who we are, what we stand for and what we are achieving together worldwide. 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 tablet.

The refreshed brand and new website reflect external and internal stakeholder feedback, which was collected in 2020 and 2021 through surveys, interviews and user acceptance research.  As we want to ensure that we improve in line with stakeholder expectations over time, we encourage everybody to send feedback to WADACommunications@wada-ama.org.