World Karate Federation unveils new cut-through brand identity
The World Karate Federation (WKF) added subtle changes to its visual personality to modernise its identity. WKF partnered with advertising and design agency Ogilvy Spain to create a new logo that matches the global nature of the brand.
The logo change aligns with WKF’s desire to be more accessible to audiences around the world. The old logo, last updated in 2017, takes wedges of colours to form a pinwheel shape behind the letters WKF, all surrounded by a circular band with the words ‘World Karate Federation.’ The new design takes the wedge wheel and creates a bold look, separating the colours with white lines and moving the WKF letters below.
“A detailed analysis of multiple insights revealed that progressing the WKF’s image was essential, while always safeguarding and projecting the intrinsic values that have defined this ancient sport and the federation throughout its distinguished trajectory,” says Jordi Urbea, CEO of Ogilvy Spain. “This renewed design has been meticulously conceived to uphold and amplify the WKF’s central mission, which is built on the unshakable pillars of precision, balance and respect.”
WKF’s alliance with Ogilvy marks the beginning of the brand’s media presence expansion. This new identity creates a contemporary aesthetic while preserving the essence of karate. WKF aims to create greater reach and impact on the world sporting stage while consolidating its legacy.
