Diving Plongeon Canada (DPC) has announced their re-branding just a few days before the start of the international 2019 season. The new logo features a black background with the Canadian maple leaf seemingly diving off of a white board. The clean font states the name of the organization in a modern style. The bilingual tagline “WE FLY | PLUS HAUT” represents the English and French identity of the diving team.
The new branding was completed with the 2020 Tokyo Olympic Games in mind, as a way to put their best face forward.
“Canadian divers are largely recognized for their incredible athletic performances and spectacular international results for decades now. With just eighteen months left before the Tokyo 2020 Olympic Games, it was essential for us to adopt a visual identity that would reflect the accomplishments of our team and federation.” – Penny Joyce, Chief Operating Officer at DPC
Established as a non-profit organization in 1967, Diving Plongeon Canada was created to promote awareness of diving as a sport. It is a member of FINA (Federation Internationale De Natation) and as such it abides by global diving standards, which has contributed to its growing success in the international realm. DPC represents 67 local diving clubs, nine provincial diving associations and nearly 4,000 athletes. Their ultimate goal is to advance the sport of diving and make Canada the top diving nation in the world.
DPC’s rebrand was completed by Godzspeed, which is based in Ottawa. The new logo features the ever-popular maple leaf used in the logos of many national sports organizations, but re-shaped to inspire an allusion to the powerful diving bird, the peregrine falcon.
Godzspeed’s CEO and Creative Director Thomas Cumberbatch said, “The peregrine falcon is well-known for its hunting stoop or, in in other words, its high-speed dive. It is small and mighty. It is resourceful, powerful, impressive and courageous. All of those characteristics describe the heart and soul of the federation and its members.”
Diving Plongeon Canada has taken their rebranding announcement as an opportunity to also announce the continuation of their affiliation with Brivia Group. Brivia Group is a real estate developer based in Montreal which sponsored the team for one-year through YUL, a downtown project that took place in 2018. The CEO and President of Brivia Group, Kheng Ly, stated, “We look forward to working closely with Diving Plongeon Canada for another great three years. We are honoured to have the opportunity to contribute to the Canadian Diving Team to go further and higher on the international stage.”