May 28 - The Badminton World Federation (BWF) has launched a new corporate logo, unveiled by President Dr Kang Young Joong, which features the organisation's initials laid on a solid-red shuttlecock.
Joong announced the new identity (pictured top) at the 2nd BWF Members Forum in Wuhan, China, held concurrently with the BWF annual general meeting and the Citroen BWF Thomas and Uber Cup Finals.
It is the second rebranding exercise by the organisation in six years after it changed its name from the International Badminton Federation.
Dr Kang (pictured below, alongside IOC President Jacques Rogge) said the new logo is designed to emphasise three key principles: modernity, strength and efficiency.
Speaking at the forum, he said: "After working hard for the past five years and with an eye looking ahead to a more prosperous and stable future, we have launched the new strategic plan to give all of us a clear guide on the direction, mission and vision of badminton safely through the next Olympic cycle.
"It is therefore timely to launch a new BWF brand identity that personifies the stability, ambition and synergy of BWF's striving against higher goals – just like our athletes who have dedicated their lives to improve their skills and set higher goals for themselves.
"The launch of our new logo is just one of many steps in that direction."
At the forum a new five-year strategic plan was devised to help guide the sport through the years leading up to the next Olympic and Paralympics in Rio de Janeiro in 2016.
The BWF also announced that, following opposition to the move, it had abandoned plans to insist on female players wearing skirts.
"We have shelved the ban [on women wearing shorts]," said BWF Deputy President Paisan Rangsikitpho.
"We just want to encourage women and men players to dress properly.
"We want them to dress nicely, professionally."
The move is similar to that made by boxing following plans to insist women wear skirts during the Olympics, a proposal which has since been shelved.
Contact the writer of this story at [email protected]