Organisers of the 2017 World Championships in London are in talks with athletics' world governing body about dropping 'IAAF' from the event's branding.
The doping scandal which has rocked the sport has led to the IAAF being regarded by the public as a "toxic" brand, according to sources with knowledge of the discussions.
The IAAF and its president Lord Coe would have to give consent to the move however, as the original branding was agreed when London won the bid for the 2017 championships in 2011.
It is understood 2017 organisers are hopeful of gaining the agreement of the IAAF because even the world governing body's leaders are aware of the reputational damage caused by the scandal involving Coe's predecessor Lamine Diack, who has been arrested by French police on suspicion of taking money from Russian athletes to cover up doping offences.
Jessica Ennis-Hill and Katarina Johnson-Thompson towered over their World Championship rivals after the opening two events of the heptathlon in Beijing.
Ennis-Hill, in her first major championship since London 2012 and 13 months after the birth of her son Reggie, clocked 12.91 seconds over the 100 metres hurdles.
She equalled her season's best of 1.86m in the high jump to lead the way on 2192 points.
Johnson-Thompson lay in second place, 30 points behind her team mate.
The 22-year-old ran a personal best of 13.37secs in the 100 metres hurdles, and was the only athlete to clear 1.89m in the high jump.
Olympic gold medallist Elena Lashmanova is facing allegations that she participated in a race while being subject to a two-year doping banRead the full story ›
Dick Pound, the hard-hitting former president of the World Anti-Doping Agency (WADA), is to head an independent commission investigating allegations of systematic doping and cover-ups in Russia.
Pound will chair the three-man commission and will be joined by fellow Canadian Professor Richard McLaren, a longstanding member of the Court of Arbitration for Sport.
It follows a programme broadcast by German TV station ARD on doping in Russia, which also alleged the IAAF world athletics body had failed to follow up on more than suspicious blood tests from more than 150 athletes including three from Britain.
A third member of the independent commission will be announced by WADA at a later stage.
The IAAF have confirmed that the son of president Lamine Diack has stepped down from his activities with athletics' world governing bodyRead the full story ›
Three senior IAAF officials, including the son of president Lamine Diack, have stepped down from their posts with athletics' world governing body, sources have told Press Association Sport.
Massata Papa Diack, who works for the IAAF as a marketing consultant, and IAAF legal adviser Habib Cisse have joined Valentin Balakhnichev, the president of the Russian athletics federation and the IAAF's treasurer, in agreeing to step down.
It comes days after German television station ARD broadcast three documentaries alleging that the IAAF officials were implicated in covering up the doping in Russia.
The move comes after the IAAF's executive board met on Wednesday - the governing body's ethics committee is investigation the allegations.
Athletics is at the centre of fresh doping claims after it was alleged the sport's world governing body ignored suspicious blood testsRead the full story ›
UK Athletics chairman Ed Warner has urged world governing body the IAAF to act "swiftly and openly" with the allegations of systematic doping and corruption in Russian sport.
On Wednesday evening a Germany television documentary presented what it claimed was evidence of widespread drugs use.
The documentary also contended that the corruption extends beyond Russia and implicated the IAAF in covering up the abuse - "grave allegations" the independent ethics commission of international athletics' governing body is already investigating.
We don't need this in a year's time, we need this in a matter of weeks' time," Warner told the Guardian. We don't want to go into the 2015 athletics season with suspicion hanging over Russian athletes.
We can't be going into a European indoor championships in Prague in March with people looking at what they are watching and wondering if they can believe it.
The allegations that have been aired are clearly extremely serious and it's vital the IAAF doesn't pay lip service to any investigation and is seen to thoroughly scrutinise what has or has not gone on here swiftly and openly.
British sprinter James Ellington has described winning bronze in the 4x100m relay before being disqualified as the "best and worst day" of his career.
Best and worst day of my athletics career so far all within an hour,we deserved better.
Thanks everyone for the support,we will be back and even better
British sprinter Adam Gelili has tweeted about his team being disqualified from the 4x100m relay at the World Athletic Championships in Moscow today:
Thank you all for the messages of encouragement. To be so close to receieving a medal and have it taken away is heartbreaking
As a team we will pick ourselves up and carry on until we get it right. Onwards and upwards!
BIg up to the GB 4x100m women on receiving the news for bronze. Extremely proud! Just a shame they don't get their moment on the podium