The Indian Olympic Association (IOA), the governing body for the Olympic Movement in India today adopted a new branding and visual identity, including an institutional logo and a commercial logo. On the occasion marking 100 years of participation of Indian athletes at the Olympic Games, the new identity celebrates a century of passionate work and contribution of the athletes and officials from across the nation in building Team India.
In a joint statement releasing the new identity and logos IOA President Dr. Narinder Dhruv Batra and IOA Secretary General Mr. Rajeev Mehta, said, “The new logo of the Indian Olympic Association is a symbol of our country’s identity and our values in sport.

Designed to be carried with pride as our athletes take to the world stage, representing Team India, the new identity is a proud celebration of tiranga, the pride, dignity and a lifetime of determined hard work of our athletes and the values of unity, friendship, and merit, upheld by the IOA.”
The previous institutional logo which drew its inspiration from – the ‘Star of India’ that was adopted during the period of British Raj in the Indian subcontinent, has been used since the formation of the Indian Olympic Association till date.

Nothing brings a country together, like watching one of its representatives make a mark in the world arena. In sport, this is the moment when our athletes take to the playing field or the podium, or begin their victory lap, while waving the Indian flag. The new identity of the IOA celebrates this moment of pride with the tricolor built into the typography. The negative space between the I and N is symbolic of ‘1’, representing unity of team and the nation. Uniting India, with its true identity in a modern yet timeless manner. The flag at full-mast represents the pride we take in our athletes, every time they step onto the arena. The new logos are approved by the International Olympic Committee. IOA is planning to have a special launch event of the logo on 15th August 2020.

About the Indian Olympic Association The Indian Olympic Association is the governing body for the Olympic Movement in India. As an affiliated member of the International Olympic Committee (IOC), Olympic Council of Asia (OCA) and Association of National Olympic Committees (ANOC),
the IOA administers various aspects of sports governance and athletes’ welfare in the country. In this regard, the IOA oversees the representation of athletes or teams participating in the Olympic Games, Asian Games and other international multi-sport competitions of IOC,