The IBSF have launched a new logo for the World Cup ©IBSF

Britain’s Laura Deas claimed women’s skeleton gold on the opening day of the International Bobsleigh and Skeleton Federation (IBSF) World Cup in Altenberg, Germany.

The opening World Cup event of the season saw Germany’s Tina Hermann claim an early lead over the rest of the field after she clocked 59.21sec, but 27-year-old Deas and Germany’s Jacqueline Loelling remained in contention, lying 0.07 and 0.11sec behind the leader respectively.

Deas, who was hoping to step up in the absence of Olympic champion Lizzy Yarnold, with her fellow Briton having opted to take a year-long break from the sport, produced the fastest time of the day in the second run finishing in 58.56.

It took her combined time to 1min 57.84sec, which proved enough for Deas to earn a maiden World Cup victory with Hermann finishing as the runner-up in 1:57.88.

Loelling held off the challenge of her German team-mate Sophia Griebel as she ended with a combined time of 1:58.01.

Meanwhile in the women's bobsleigh event Canada's Kaillie Humphries and Melissa Lotholz earned a dominant victory as the pair posted the fastest time on both runs, ending with a combined time of 1:53.67.

Belgium’s Elfje Willemsen and Sophie Vercruyssen got their World Cup season off to a promising start after an impressive second run time of 57.10 saw them move up from fourth place to earn silver, with a overall time of 1:54.41.

 Jamie Greubel Poser and Lauren Gibbs of the United States were forced to share bronze with Austria’s Christina Hengster and Sanne Monique Dekker, after both pairings finished in 1:54.72.

Laura Deas earned her maiden World Cup gold in the women's skeleton
Laura Deas earned her maiden World Cup gold in the women's skeleton ©IBSF

The World Cup was also the first under the governing body’s fresh identity, having opted to change their name from FIBT - Fédération Internationale de Bobsleigh et de Tobogganing – to the IBSF.

Developed alongside their media and marketing partner Infront Sports & Media, the fresh identity includes a new logo for the World Cup in addition to a revamped website aimed at providing more information and increasing engagement with new audiences.

The IBSF claim the logo draws from the key elements of the sport, the sled and track, while also reflecting the speed of the event.

Each World Cup location will have their own dedicated event logo which is consistent with the overall brand, while 14 broadcasters are set to transmit action to various territories, including the key nations of Germany, Russia and Latvia.

“Infront is a partner that cannot only support us in increasing our media and marketing impact, but also in strengthening the overall profile of our events and reach out to new target groups,” said Ivo Ferriani, IBSF President.

“For the upcoming season, we have jointly optimised the appearance of the IBSF and our events on all ends - including a new brand presence, an enhanced digital presence and our high level TV product.”

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June 2015:
 Bobsleigh and skeleton governing body reveal fresh identity with name change and new logo