The Evolution Of An Icon
Honouring our past and preparing for our future, the new emblem reinterprets a century of Canadian rowing for the next generation. Using a simple, bold aesthetic, this new emblem illustrates greater clarity than ever before.
Creating A Unified Symbol
An emblem we will all wear with pride on and off the water, unifying Canadians from near and far.
Our Emboldened Presence
An emblem that resonates and inspires on the international podium and back home.
Why did Rowing Canada Aviron develop a new brand?
We want to welcome more people into our sport, maintain our presence on the world stage and ensure the entire Canadian rowing community feels connected. Great promotion of rowing will start with a brand that is memorable and understood at home and abroad.
Was a re-brand necessary? What was wrong with the old logo?
Our logo was difficult to market and the external community did not associate our logo with rowing. Conceptually, the new logo remains the same- a single rowing through a maple leaf. The new brand provides greater clarity of who we are and what we represent and looks great on all touchpoints and platforms (e.g. digital, print, and apparel).
When will we start using the new logo?
We have adopted a phased implementation, with the expectation that the new brand will be fully integrated by 2021. You will start to see the new brand come to life across various Rowing Canada Aviron platforms over the next year and as early as this month at the World Rowing Championships in Bulgaria. Stay tuned for the launch of our new brand on our digital platforms this fall – including our new website!
Are we expected to remove all items containing the old logo?
No. This is a phased implementation. Rowing Canada Aviron will contact each stakeholder group describing the implementation process and timelines specific to them. We are proud of our history and the old logo will always be part of our journey.
Will Rowing Canada Aviron be creating exclusive looks for all stakeholders?
We are creating a set of shields for our stakeholders and supporters that will provide them with an exclusive feel that strengthens their cohesiveness. The standard brand will also be applied to additional stakeholders to ensure they are part of the evolution.
How can I be part of this evolution?
We are preparing to support partner organizations for implementation of our new brand. As part of this process, we will also provide the opportunity for individuals to invest in our new look.
This initiative has been supported by the Canadian Olympic Committee National Sport Federation Enhancement Fund.