World Triathlon has launched its new visual identity ©World Triathlon

The International Triathlon Union (ITU) has officially become World Triathlon as part of a rebrand of the governing body, including the launch of a new logo.

The International Federation  has been known as the ITU for the past 31 years since its founding. 

World Triathlon claimed the new identity has been developed to reinforce its place at the centre of the sport's global community.

It is promised that the new brand provides "fresh impetus to its mission to continue growing the sport across the globe".

"The message behind the new name could not be clearer: World Triathlon represents the entire multisport community, from the first-time triathlete to the Olympic champion," said World Triathlon President Marisol Casado,

"It represents everything we stand for; innovation, ambition, collaboration and equality and will continue to be the leading voice shaping and sharing our sport’s incredibly bright future.

"Whether it is your first race or your fiftieth, our great sport has always been about pushing the limits of what you think you can do.

"It’s about being extraordinary, not just through racing but through everything that World Triathlon stands for; inclusion, sustainability, transparency and creativity.

"This rebranding exercise represents an important stage in the evolution of our organisation and the sport it represents on a local, national, international and Olympic level.

"We are now officially World Triathlon, and I am so excited about what this new identity means for our sport."

World Triathlon explained hree apex elements the new logo represent the nine points of dynamic balance all triathletes share: swim-bike-run, mind-body-soul, earth-air-water, represented in a palette of transition blue, lawn green and sky blue and with the planet in its soul.

The rebrand began in August 2019, with members and stakeholders asked for their input and insight into what ITU represented to its various stakeholders.

The new visual identity will apply for World Triathlon and the five Continental Confederations, with the hope that the rebrand will open new possibilities for digital applications, event branding and sponsorship opportunities.

Each Continental Confederation's logo will have a "fresh logo and look" based upon the main design.

"In only 20 years, triathlon has grown into one of the most popular sports on the Olympic programme, and that will only increase as our work sees more medal events added," Casado said.

"We have never been an organisation that likes to stand still or look back, and the ways people interact and share their triathlon journeys has changed enormously over the past decades.

"The new look will help us appeal even more to the new landscape of young athletes, future partners and innovative sponsors as the governing body of the sport."