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International Modern Pentathlon Union unveils logo revamp

The International Modern Pentathlon Union (UIPM) has unveiled two new logos as part of its rebranding process.

A new marketing logo has been created, along with an institutional logo. The latter is primarily for internal use and aims to communicate family values aligned to the future of UIPM sports.

The marketing logo (pictured) contains the ‘World Pentathlon’ tagline, which the UIPM said has been introduced to its branding portfolio to emphasise the sport’s global reach.

The institutional logo is yellow, which the UIPM said symbolises dynamic development; and blue, which stands for longevity and power. Two female pictograms have also been added to promote gender equality.

The two new emblems have been created following a branding review carried out in late 2017. The new visual identity was approved by the UIPM executive board at its meeting prior to the 2017 UIPM Congress in Tbilisi, Georgia.

Martin Dawe, the UIPM’s executive board member for marketing, said: "The purpose of this branding review is to make sure our logos are more up to date. It is not a completely new logo but more of an evolution, and it's about making it more applicable for today's audience.

"It was decided that we would have two logos: one institutional logo for official and internal documents and one external marketing logo. The important thing with the marketing logo is that it's usable in all communications: in print, web, social media etc, and also that the usage of it is consistent."