MATTA CREATES NEW “WORLD GYMNASTICS” BRAND FOR THE INTERNATIONAL GYMNASTICS FEDERATION
MATTA has created a new global brand for the International Gymnastics Federation, marking a significant evolution for one of the world’s oldest and most influential sporting organisations.
Founded in 1881, the federation last updated its logo in 1947. In early 2023, MATTA was appointed to help modernise the organisation’s identity – a pivotal moment for a sport with deep Olympic heritage and a truly global footprint. The rebrand introduces a new name, World Gymnastics, signalling a bold step towards a more unified, accessible and future-facing vision for the sport.
The process began with extensive global consultation across the gymnastics community. Judges, coaches and athletes from around the world were invited to share their relationship with the sport, resulting in nearly 6,000 responses. These insights helped reshape the organisation’s Values, Mission and Purpose, centred around a clear ambition: to become an inspiring movement promoting sport for everyone, for life.
It’s hugely satisfying and thrilling to see this new identity unveiled to the world. The brief was enticing from the outset – to uncover the soul of gymnastics. Going back to first principles allowed us to create a family of brands built to sustain and grow the sport for many years to come.
executive strategy director at matta
With gymnastics widely recognised as the foundation of all sport, the new brand needed to speak to both elite Olympic performance and grassroots participation. Working closely with each of the sport’s eight disciplines, MATTA developed a unified master brand supported by a family of complementary identities – each inspired by the unique movement, equipment and energy of its discipline.
The new World Gymnastics master brand features a gymnast springing upward within a flowing, global motion – symbolising elevation, inclusivity and momentum. A vibrant colour palette reflects the youthful nature of the sport, with 75% of participants discovering gymnastics aged seven or under, while a bespoke typeface draws inspiration from the sport’s apparatus and dynamic movement. The typeface is shared across all disciplines, reinforcing unity while allowing individuality to shine.
The launch of World Gymnastics marks a defining moment for the sport – bringing together tradition, movement and modernity under a single, vibrant global identity designed to carry gymnastics into its next century.
The launch of World Gymnastics marks a defining moment for the sport – bringing together tradition, movement and modernity under a single, vibrant global identity designed to carry gymnastics into its next century.
Head of Partnerships and Marketing at World Gymnastics
