The right path,
Fair play
AMADA (Azerbaijan’s National Anti-Doping Agency) — stands for integrity in sport. Through testing, education, and global cooperation, we protect athletes’ rights and promote a clean, fair, and transparent sporting culture.
About CLIENT
The Azerbaijan National Anti-Doping Agency (AMADA) is the country’s official body responsible for implementing anti-doping policies in line with international standards. Established to ensure fair play and protect athletes’ rights, AMADA conducts testing, education, and awareness programs across all levels of sport. As a trusted partner of the World Anti-Doping Agency (WADA), the organization plays a key role in building a clean, transparent, and ethical sporting culture in Azerbaijan and beyond.
Scope of Work
Our task was to redesign AMADA’s visual identity, creating a system that reflects trust, professionalism, and international credibility. The project covered the full spectrum of brand assets — from logo redesign to corporate materials and a modern digital presence — ensuring a consistent image across all touchpoints.
- Logo RedesignWe refined the AMADA logo to achieve clarity, balance, and adaptability. The new mark conveys transparency and fairness, while maintaining a modern and authoritative look suitable for both local and global representation.
- Corporate MaterialsA full set of corporate assets was developed, including stationery, reports, presentations, and event branding. The design system ensures consistency in communication and reinforces AMADA’s credibility at both national and international levels.
- Landing Page DesignWe designed a clean and functional landing page to introduce the renewed identity. With clear navigation, responsive design, and strong visual hierarchy, the page effectively communicates AMADA’s mission and activities to athletes, partners, and the wider public.
STAGE 1
Logo Redesign
The redesign of AMADA’s logo aimed to move from a dated, rigid identity to a modern and dynamic symbol that communicates trust, clarity, and forward motion in sport.
- Before
- After
- Heavy and sharp shape, lacking friendliness and accessibility.
- Fresh, modern design with a dynamic sense of movement.
- Red color associated more with warning or aggression than with trust.
- Green palette conveys growth, balance, and trust.
- The symbol does not clearly communicate AMADA’s mission or values.
- Simplified form increases legibility and adaptability across media.
- Overall outdated look, insufficient for international representation.
- Professional and international image aligned with WADA standards.
| Concept The AMADA logo is built around the letter “A”, symbolizing AMADA, Athletics, and Anti-Doping. Its upward, dynamic form conveys progress, energy, and ambition. Inside, the integrated running track reflects the athlete’s journey built on honesty and discipline, aligned with the brand slogan “Stay on Track.” A subtle number “1” hidden in the design symbolizes leadership and the pursuit of victory through fair play. |
| Typography We chose Poppins, a geometric sans-serif font that embodies clarity, balance, and modernity. Its circular structure reflects fairness and transparency, while its high legibility ensures consistency across all platforms — from social media to official documents. The font is approachable yet professional, making it ideal for AMADA’s mission of promoting integrity and accessibility in sport. |
| Color Palette Bright Green — energy, health, youth, and movement. White — transparency, honesty, and balance. Dark Green — strength, depth, focus, and stability. This palette conveys vitality and trust while ensuring strong contrast and adaptability across both digital and physical media. |
| Safe Zone The logo’s safe zone is defined to ensure maximum clarity and impact. Adequate spacing around the mark protects its visibility and prevents distortion, guaranteeing consistency across different sizes and applications. |
| Slogan “Stay on Track” is more than a tagline — it’s a motivational call for athletes to remain disciplined, focused, and honest. Short, memorable, and easily translated, it works seamlessly across international and local contexts. |
| Logo Variations To ensure flexibility and universal recognition, several logo variations were developed: Primary Version — the main green logo used on light backgrounds. Dark Version — inverted colors for use on dark or photographic backgrounds. Monochrome Version — simplified black or white mark for minimal applications, printing, or single-color production. Logomark Only — the standalone “A” symbol applied where space is limited, such as icons, merchandise, and digital avatars. This system guarantees that the AMADA brand maintains clarity, adaptability, and consistency across all environments — from international events to local communication materials. |
STAGE 2
Corporate Materials
STAGE 3
Landing Page Design
We developed a minimal one-page landing site with a clear and modern structure. It highlights the company’s story, services, and contacts while staying fully responsive and easy to navigate. The result is a clean, professional platform that supports the brand’s international positioning.
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