Overview

With new leadership across the organization and new faces to the sport, the organization approached us to develop a logo design and rebrand that would reflect its commitment to diversity and evolving identity within the sport.

The resulting logo is a powerful symbol of unity, inspiration, and a sense of belonging with new, vibrant colors to represent diversity while preserving the original red and blue of the American flag. The negative space in the center of the design forms the silhouette of the front of a rowing shell, navigating through lines that evoke the figure of a shield—a common motif among National Governing Bodies (NGBs) that signifies strength, resilience, and confidence.

Following the rebrand, merchandise sales increased fourfold and continue to show strong growth, reflecting the positive impact of the new brand identity.