The local Organising Committee of the World Athletics Championships Tokyo 25 (WCH Tokyo 25) has unveiled the official motto and visual identity for this year’s highly anticipated event.
The visual identity is represented by an official poster that powerfully represents the dynamism of athletics as a sport and is designed to captivate and inspire audiences worldwide. The poster features the official motto for the 20th edition of the Championships: Every second, SUGOI.
These bold graphics also lay the groundwork for the overarching stadium look and feel, promising an unforgettable experience for athletes and fans.
Behind the World Athletics Championships Tokyo 25 motto
The official motto of WCH Tokyo 25, ‘Every second, SUGOI’, carries a powerful message—one that aspires to make the Japanese word ‘SUGOI’ (amazing, extraordinary) a global expression of awe and inspiration.
Through the Championships, WCH Tokyo 25 to have the world focus on Tokyo, with people from every corner of the globe embracing and echoing ‘SUGOI’ throughout the Championships.
‘Every second, SUGOI’ signifies that every moment of this year’s Championships, from start to finish, will be extraordinary, creating an event where the spirit of ‘SUGOI’ resonates with everyone.
This motto also marks a historic first for the World Athletics Championships by combining both the language of the host country, Japanese, and the English language. It reflects the LOC’s ambition to transcend language barriers, encouraging people worldwide to connect through shared emotions and a love for sport.
With this, WCH Tokyo 25 is envisioned as a platform for people across the world to unite with Tokyo and Japan through the universal language of athletics.
Behind the World Athletics Championships Tokyo 25 visual identity
The official visual identity for the World Athletics Championships Tokyo 25 captures the energy and dynamism of athletics while embracing the spirit of the Championship’s motto, ‘SUGOI’, as well as elements of the extended motto; “A land bursting with passion”. It highlights Japan’s passion for sport, the timeless elegance of the culture, and the prestige of the World Athletics Championships.
The visual identity constitutes the defining design elements that symbolise this year’s iconic event.
Used across various materials, including official posters, venue look and feel, event programmes, and tickets, these striking visuals are key to shaping the Tokyo Championships’ unique character in the minds of athletes and spectators alike.
Designed to make a lasting impact, they will not only leave a lasting impression on people around the world but will also be forever intertwined with the legacy of the Championships, marking their place in history. This visual identity is set to elevate the spectator experience, leaving an unforgettable imprint on Tokyo, Japan and the global stage.
How World Athletics Championships Tokyo 25 motto and identity was developed
The visual identity of the Championships was developed through a collaborative effort with World Athletics media partner and WCH Tokyo 25 principal supporter, TBS Television. This partnership focused on creating a cohesive design that seamlessly integrates both the stadium’s look and feel and elements to be used on television broadcasts, ensuring a unified and engaging visual experience for spectators worldwide.
In consultation with World Athletics, the visual identity was crafted to convey the dynamic energy of athletics, incorporating calligraphic elements that symbolise not only traditional Japanese calligraphy but also movement and strength.
The fluid brush strokes reflect the intensity of athletic performance, capturing the power of athletes as they push their bodies to the limit. To infuse the design with both vitality and modernity, renowned calligrapher Bisen Aoyagi, who has contributed artwork to the Japan National Stadium, was enlisted to provide creative direction and bring these elements to life.
The visual identity, prominently featured in the official poster, places the athlete at the forefront, with sweeping calligraphy in the centre. The design utilises a sophisticated colour palette of four shades: the main WCH Tokyo 25 colour of Edo purple, along with black, gold, and red, which are also used in the WCH Tokyo 25 logo. This combination creates a dynamic yet refined aesthetic, capturing the excitement of the Championships while maintaining a prestigious and elevated tone.
