The ITA Unveils Logo and Slogan to Keep Sport Real

Following approval from its Foundation Board, the International Testing Agency (ITA) today unveiled the logo and slogan, ‘Keeping Sport Real’, which together will form the cornerstone of its brand identity.

With operations now underway and offices in Lausanne secured, the new look will help differentiate the ITA as it seeks to build long term partnerships within the international sports movement and wider anti-doping community.

Created by JTA Design, the ITA logo features two graphical elements that come together to form a diamond, with the second element resembling a tick. The ITA slogan, ‘Keeping Sport Real’, is locked into the logo.

“The logo design resonated with all of us here at the ITA thanks to the thinking behind it,” said ITA Director General Benjamin Cohen. “The diamond shape conveys four qualities that are very important to us: there is a brilliance that fits perfectly with the essence of our work in helping deliver the brightest possible future for sport and its athletes. There is a purity that corresponds with the exceptionally high standards we have set for the ITA’s work. The clarity matches the transparency with which the ITA will carry out its responsibilities, and there is a toughness that parallels our determination to protect athletes and our unbreakable commitment to clean sport.

“The second part of the graphic element is a tick, the universal symbol not just for passing a test but for truth, accuracy and even reliability.”

The ITA slogan, Keeping Sport Real, was tested carefully with current and former elite athletes, with its contemporary style resonating well. The ITA was praised by the athletes for keeping its core values of integrity and credibility as an integral part of the logo.

“Thanks not least to the expertise and experience of our board, staff, advisors and partners, the ITA already has deep credibility,” continued Cohen. “Many organisations including the IOC and WADA have not only helped the ITA get off the ground but also supported us in moving forward. It is important for us to demonstrate our strong and unique identity. The ITA’s simple yet dynamic new logo and slogan helps us do just that.”

The ITA’s second Foundation Board meeting also approved the organisation’s vision, which would see the organisation serving in the medium term as the world leader in delivering anti-doping programmes for sport.

“Earning trust and loyalty will be critical to the ITA’s ability to deliver against our ambitious vison,” added Cohen.

About the author
Arunaabh Shah
IT Services Assistant, ITA