The new AIS logo. Photo: Supplied
In a clear statement of Australia's intentions to return to the top-five medal tally at the 2016 Rio Olympic Games, the Australian Institute of Sport has ditched 33 years of tradition and adopted a gold logo.
Gone is the traditional red and blue design from the organisation's opening in Canberra in 1981, considered out-dated and out of touch with the goal of climbing back up the podium.
The new logo features five gold lines designed to represent the core values of Australia, sport and movement.
Extensive market research was conducted before the final design was approved.
Australia is represented through the shape, the five lines convey lanes in a pool or on a track and the bends of the lines represent movement.
Gold was chosen to signify the pursuit of increased success under the Winning Edge program, a 10-year strategic plan that was instigated after Australia's poor performance at the London Games in 2012.
Australian Sports Commission chief executive Simon Hollingsworth said the new logo was more relevant to the organisation's goals.
''The analysis told us that the current brand was not contemporary and lacked relevance for our key stakeholders, including potential sponsors and commercial partners,'' Hollingsworth said.
''This new brand takes into a new age for Australian high performance sport.
''The new positioning will effectively support Australia's Winning Edge and I hope will inspire many young Australian athletes.''
Australian Sports Commission chairman John Wylie said the past wouldn't be forgotten with a change of logo.
"The AIS has had a proud history in Australian sports since 1981 and the previous logo signifies all that success during the last 33 years,'' he said.
"We want to ensure the AIS brand reflects how we operate in 2014 and into the future.''
The AIS has undertaken a major overhaul in the past 12 months.
It stopped offering scholarships this year, with individual sports taking responsibility for funding, development and athletes.
The AIS has responsibility for $100 million of high performance investment into sports to assist with the delivery of their programs.
Winning Edge targets an ambitious top-five medal tally finish at the Rio Olympic Games in 2016 and was brought in after Australia won just seven gold medals at the London Games in 2012.
Eight sports offered residential AIS scholarships in Canberra last year - swimming, basketball, soccer, netball, rowing, tennis, athletics and men's volleyball.
But the AIS scholarship program stopped on January 1.
Individual sports now offer scholarships to train full-time in Canberra, but athletes don't have to live on campus at the AIS.
Swimming Australia and Basketball Australia have both started new scholarship systems with athletes to be based in the capital while using the AIS facilities.
The original AIS logo was designed by a competition winner in 1981.
It depicts an athlete with hands clasped overhead after winning an event.
Canberra's two professional football teams - the ACT Brumbies and the Canberra Raiders - also use the facilities at the AIS.