The 'Power of 10' activity seeks to ensure that each year, at least 10 British athletes for each Olympic sporting discipline, from every region in the country, in each age group, outperform a set of targets, which will be revised annually by UK Athletics.
By 2012, the aim is to have at least one British athlete competing in more than half of the Olympic finals.
The logo for the initiative, created by Navyblue Design Group, features a red figure of 10 with black upward arrows, intended to represent the 'more than' message.
It will appear on marketing material as well as promotional merchandise for the scheme, with the line 'Every event. Every region. Every age group'.