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New Logo and Name for British Caneoing



Noted Apr. 15, 2014 by Armin

Industry / Sports Tags /


(Est. 2000, originally as Canoe England) “British Canoeing is the English home association of the British Canoe Union (BCU) & the membership body for canoeists, clubs, centres & associates within England. Working alongside the BCU & our stakeholders, we support & develop canoeing within England, in areas such as Participation, Facilities, Waterways & Environment, Coaching, Volunteers, Paddler Pathways, Competition and Membership Services. Currently we have 33,000 members, 420 affiliated clubs & 150 approved centres. In addition, we also liaise with a range of youth groups, armed services, higher & further education & outdoors providers.” [Ed.’s Note: They sure love their ampersands]

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Related links

Strange-ish PDF explaining the new name and look
Another, less strange but still odd PDF

Relevant quote
The British Canoeing logo combines contemporary typography with a 'water' themed flag. The flag signifies performance, strength, pride, heritage and British success. […] The wavy lines within the flag, highlights the many different water types and the feel of water. […] Within the word there's an inner graphic in the R paddling free, reflecting the enabled and liberated philosophy.

The less strange but still odd PDF

Images (opinion after)
New Logo and Name for British Caneoing
Logo detail.

I have no idea what's going on here. But if pressed for a more constructive critique: this is extremely bizarre with all the focus of the mark going to either the exploding Union Jack-slash-canoe icon or the nearly phallic "R" that has no reason for being so big. Color palette is the only thing that makes sense here.

Also, for clarification, this new logo is only for the British part of the British Canoe Union which retains the canoeing letter-man logo.

Thanks to Peter Wood for the tip.

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