World Karate Federation Unveils new Global Visual Brand Identity

Jan. 27, 2026

The World Karate Federation (WKF) has unveiled its new global brand identity. This milestone marks the culmination of months of intense, collaborative work between the federation and Ogilvy Spain, following a strategic alliance that opens a renewed era for the sport’s projection and communication.

This successful brand transformation reinforces both organizations’ commitment to further expanding the sport’s global reach and modernizing its communication, making it more relevant and accessible to new audiences around the world.

Comprehensive rebranding

The World Karate Federation’s rebranding is the result of an in-depth strategic brand analysis that revealed a clear opportunity to renew the federation’s image. This ambitious project, led by Ogilvy, seeks to refresh its identity and build a new presence that elevates the visibility and international reach of karate.

The new visual identity not only offers a contemporary aesthetic, but has been designed to preserve and enhance the essence of karate, deeply rooted in core values such as discipline, honor, respect and excellence. This visual evolution, reflected in the new logo, symbolizes the dynamic unity and global diversity of karate, remaining anchored in its heritage while looking resolutely to the future. With this significant update, the WKF aims for a future of greater reach and impact on the world sporting stage, connecting with new generations and consolidating its legacy.

Antonio Espinós, President of the World Karate Federation, stated:

"This achievement is more than just a visual update. The new visual identity places the WKF at the forefront of sport while preserving the fundamental legacy of karate. Our new image reflects the strength of karate, the values we promote and the tradition we are proud to represent. With the modern design we are presenting, we have reached a significant milestone in the history of our sport and in the WKF’s ongoing efforts to grow karate and further expand its reach around the world."

 

For his part, Jordi Urbea, CEO of Ogilvy Spain, noted:

"After a thorough and strategic brand evaluation for the World Karate Federation, we identified an urgent need to evolve its identity. 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.” He adds: “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."

 

The alliance with Ogilvy marks the beginning of a new cycle for the WKF, which seeks to broaden its media presence, strengthen its legacy and enhance karate’s appeal as a global spectator sport, connecting with a new generation of athletes and fans through a fresh and relevant image. The new identity is already being rolled out across all WKF platforms and at its upcoming events.