A Crew of Thousands.
A warm and sincere welcome to all our stakeholders.
It’s been a very busy 2021. We carefully navigated our way through Covid and successfully ran our championship regattas; hired new leadership across the organization; partnered with a program that knows how to attract and retain people beyond our traditional pool of rowers – and have started raising funds for the entire organization including, but not limited to, our national teams. We look forward to 2022 with optimism and enthusiasm as we draw on a deep bench of experience, add new faces to our team, and continue to place an emphasis on creative ideas and new ways of thinking about our sport, while retaining a deep appreciation for tradition and the ageless tenets of the sport – hard work, dedication, and teamwork.
These significant changes necessitate an equally meaningful change to how we present ourselves to our membership base and the rowing community at large. On that note, we are pleased to present the newly designed USRowing brand logo. We understand that a brand mark is simply a graphic treatment until an organization lives up to its ideals and makes it meaningful. Our hope is that you will see this clean, modern logo as a signal that we are embracing a new direction for USRowing.
Wishing everyone a safe and healthy new year.
The new brand in action.
Questions & Answers
USRowing has been using the same mark for over 40 years, why change it now?
After 40-plus years, our mark is showing its age. It is dated and inflexible and, consequently, it limits usage given how much design and media has evolved.More importantly, USRowing is at a pivotal point, and we want to capitalize on a moment of change. For starters, we are revamping our infrastructure with the objective of being more effective and more transparent. We are focused on opening our boathouse doors and making rowing more diverse and inclusive, recognizing this effort is long overdue. And in support of our national teams – U19, U23 and senior– we are approaching our program through an athlete-centered lens. We are changing, and we’d like a mark to represent and reflect these changes.
What was the driving strategy behind this new look?
We need a brand that can reintroduce us to existing audiences, while also drawing in rowers who look more like the nation our elite teams represent. We want our brand to feel modern and welcoming. Most importantly, we need a banner the entire rowing community can rally under in common cause with a shared vision for inclusion and success. We carefully balanced a sense of forward leaning with a nod to our unique and compelling history. We feel we have achieved this with our new brand identity.
What results does USRowing expect to achieve with a “new wrapper”?
We understand that a new logo is just a graphic treatment and that the values USRowing wishes to instill may mean years of focused work, organizational transparency, and fresh ideas. Our hope is that our new logo successfully communicates that something positive and new is happening at our organization.