International Canoe Federation
The International Canoe Federation forms the link between the 150 Canoeing Associations around the globe, it’s mission is to promote and make accessible all forms of canoeing. Since their formation in 1924, canoeing has transformed into a dramatic and exciting sport, thus the ICF required a brand that reflected the sport, and their important role within it.
Always Moving Forward
The ICF needed a re-brand, that clearly stated their values and reflected their professionalism.The ICF wished to be perceived, as informative, reliable, organised, authoritative, considerate, professional, the glue of the federations, but they realised they were not being perceived this way. They didn’t have a clear or consistent identity, their strap line “Let’s Paddle” didn’t reflect the strong image they wished to project, their logo was almost 100 years old and was more akin to a local canoe club than an international sporting body .
A workshop at their headquarters, revealed the following.
The Sport: Universal, fresh, exciting, fun and powerful.
Audience: All ages, free, open, happy, fun loving, fit, healthy and energetic.
The canoeing disciplines (8 official), can be split into in three:
Elite Sport: Flatwater, Slalom and Marathon.
Adventure: Wildwater, Outrigger, Rafting and Ocean Racing.
Fun: Freestyle, Dragon Boat, Canoe Sailing, and Wave Ski.
What became abundantly clear, is the diversity of the canoeing disciplines, it’s participants and the ICF’s audience.
The strap line “Always moving forward” perfectly surmised the focus & vision of the ICF, while cleverly differentiated it from similar water sports like rowing, as unlike rowers, canoeists always face and move forward!
A bold yet flexible logotype was required, as it would be used online, in email signatures, billboards, signage plus broadcast during competitions.
It was essential to find a key element that brought the diversity of the canoeing disciplines together. To balance the boldness of the logotype a softer flowing identity was created that represented that key element, water. The logo is made from 8 lines, one for each of the 8 official canoe disciplines, split into 3 groups, that merge under the ICF. logo This represents the role the ICF plays in weaving the numerous disciplines and country federations together.
Highlights
The ICF are the glue that brings the national canoeing federations together
Founded in 1924, the current brand is severely outdated and not representative of the modern ICF
Canoeing has evolved into an exciting modern competitive sport
A brand that reflected their professionalism and vision
The logotype and flowing lines identity element can be used independently of one another, creating enormous flexibility
Diverse group of participants and audience
8 official canoeing discipline
Identity needed to work across all media platforms, from business cards, signage, TV graphics to 100 foot posters
