(Est. 1966) The mission of the National Rowing Foundation is to “support athletes who pursue excellence in the sport of rowing with the primary goal of promoting the United States’ participation in international rowing competitions, provide for the preservation of rowing history, and manage the Rowing Hall of Fame.”
Infinia Group (New York, NY)
Founded in 1966 to promote and support American excellence in the sport, the National Rowing Foundation asked Infinia to update its identity in order to attract new generations of athletes and ensure a continuing legacy. We obliged with a fresh, more human logo that reflects both a fluid rower in motion and an abstract star -- echoing the patriotism of the previous mark, but also conveying the NRF's dedication to the diversity and openness necessary to sustain the future of rowing.
Images (opinion after)
Very much like the "fluid" aesthetic of the watercolor rower and the active pose communicates exactly what the logo is for without having to read the organization's name.