Canada’s rowing league, Rowing Canada Aviron (RCA), has launched a new branding campaign which will be in full effect by 2021. RCA has stated that their new brand was created because “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,” and they believe that this new brand will help them achieve their goal.
The new logo is similar to their most recent two logos which featured a bird’s eye view of a boat moving through the shape of a maple leaf, signifying both Canada and rowing. However, the RCA has stated that their old brand “was difficult to market and the external community did not associate our logo with rowing.”
This time though, their new brand takes the central concept of the old one and gives it a simple, bold design. The maple leaf is now more distinguishable and iconic than before, better representing the RCA’s Canadian affiliation, and the image is given strong red colors with excellent contrast, clearly depicting a boat with oars in motion. This new emblem will be made into a series of shields to instill pride within the rowing community. However, the Rowing Canada Aviron has stated that they do not intend to discontinue the old logo entirely. Instead, they want to slowly integrate their new logo into their identity while still having pride in their old logo as a testament to their past.
The RCA’s new branding was created by They Integrated, a marketing company which has helped businesses such as Ram, Alpine Canada Alpin, Toys R Us and Albert College. They Integrated created this new leaf logo for the RCA as a way of respecting the history of the league while being able to relate to those unfamiliar with the brand. They Integrated’s Project Manager Andrew Williamson said “Our goal was to develop a brand as rich as the history of the sport in Canada while providing a foundation for the next chapter of the organization,” and according to RCA Director of Partnership and Sport Development Jennifer Fitzpatrick, the change is “well-timed because we know that as we lead into the 2020 Olympics and Paralympics, rowing will gain increased media exposure and will be on the minds of Canadians from coast to coast.”
On and off the water, the RCA brand will continue to grow, strengthening cultural ties and giving honor to a much-cherished tradition.