It is organized by World Archery, the sport’s international governing body that is responsible for overseeing the Olympic and Paralympic activity. The new branding was created by Arecibo Studio.
The series passes through five host cities around the world, so it must easily be understandable in any language. The new strapline “Can’t Miss” are used as the first words in story after story: “Can’t miss the fun,” “Can’t miss Mexico City,” “Can’t miss the suspense,” and so on.
The new logo is built on suspense: the bow held at an angle, right before a shot. From the Arecibo website: “A stylized icon was developed to hit a sporting note. The 45-degree angle of the bow and the stepped shape at the end of the arm gave a dynamic visual device which could be used in various applications.
A customized typeface nicks the top corner off of some letters, cutting through at the same angle as that of the arrow in the logo.
