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New Logo for Rowing Canada Aviron by They
 

before

after

Noted Nov. 13, 2018 by Armin

Industry / Sports Tags /

About

(Est. 1880) “Rowing Canada Aviron (RCA) is a non-profit organization recognized by the Government of Canada and the Canadian Olympic Committee as the national governing body for the sport of rowing in Canada. RCA represents 15,000 registered members at all levels, novices, juniors, university students, seniors and masters, and people with disabilities, whether they row for recreation, health and fitness or competition. RCA is a member of the Canadian Olympic Committee, the Canadian Paralympic Committee and the Fédération internationale des sociétés d’aviron (FISA), the international federation for rowing.”

Design by

They (Belleville, ON)

Related links

Rowing Canada Aviron brand microsite
Rowing Canada Aviron press release

Relevant quote
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.

The emblem will be extended into a series of exclusive shields that will unite and instill pride within our rowing community.

Rowing Canada Aviron brand microsite

Images (opinion after)
New Logo for Rowing Canada Aviron by They
Logo.
New Logo for Rowing Canada Aviron by They
Badges
New Logo for Rowing Canada Aviron by They
Logo with tagline.
New Logo for Rowing Canada Aviron by They
Book of some kind.
New Logo for Rowing Canada Aviron by They
Cap.
New Logo for Rowing Canada Aviron by They
Website.
New Logo for Rowing Canada Aviron by They
Flag.
New Logo for Rowing Canada Aviron by They
Merch.
New Logo for Rowing Canada Aviron by They
Uniform.
New Logo for Rowing Canada Aviron by They
Logo on a recent event.
Opinion

Even though the before and after logos share the same concept of embedding a rowing boat and its long oars in a maple leaf, the old one was very unsuccessful in execution. The two-color split was unnecessary and added confusion while the oars weren’t really oars. The new icon is infinitely more effective and clear in its meaning. It’s very nicely executed and continues the tradition of Canadian sports associations looking bad-ass. Surprisingly, this was not done by perennial maple leaf icon champions Hulse & Durrell, which makes some of the Hulse & Durrell-esque treatments — the badges and the microsite — look like watered-down facsimiles although it could be argued that this builds on the overall aesthetic of Canadian sports associations. The applications are fine and benefit from the strength of the icon. Overall, an improvement for sure.

Thanks to Olivia McMurray for the tip.

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Logo Before & After
Badges

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