rbl Leamington Spa


As a young sport, the International Triathlon Union (ITU) approached RBL to help define their sport's place within the sector and their own role within the triathlon ecosystem after a robust and transparent process.

Changing their name from ITU to World Triathlon marked the start of a journey which eventually, through close collaboration with RBL, would transform them from a traditional governing body into an inspiring leader of a fast-growing, global movement.

From attending grass roots events to capitalising on international meetings, we consulted extensively with elite athletes, partners, participants and the wider global multisport community.

Time after time, we heard how triathlon is loved because, no matter who you are or what your ability the sport allows you to feel included and to achieve something truly out of the ordinary. Vitally the sport's leaders also saw these principles as core to World Triathlon’s role – keeping triathlon extraordinary while making it ever more accessible.

To maximise the sport's profile and increase participation we needed to create an identity that would reach the broadest community, well beyond elite athletes, to attract new participants and partners – a brand that was relevant, dynamic and distinct.

The best way for World Triathlon to achieve their ambitions is to help us all experience our own unique and extraordinary triathlon moments.

From the joy of completing your first triathlon to the thrill of recording a PB, the new World Triathlon brand invites you to ‘be your extraordinary’.

For the identity there was a desire to move away from a literal representation to something that tapped into what it feels like to take part in a triathlon, what it means to be extraordinary.

Participants describe the feeling of harmony that comes from exercising your mind, body and soul as you push through the earth, air and water. To reflect this, the new identity consists of three apexes formed from the movements of athletes, one feeds into the next, permanently in motion, perfectly balanced.

This dynamic balance flows through the wider brand language to create a brand that can flex to excite and inspire the most hardened of competitors or provide a friendly welcome to the newest participant. It can adapt to provide the authority needed to keep the sport safe and clean or the excitement needed to create spectacular entertainment.

31 years after ITU was first formed they have a new brand able to keep innovating and inspiring as they take the sport to new levels.


  • World TriathlonClient
Project featured: on 23rd October 2020

A dynamic brand for World Triathlon