World Rowing
Pure sport

How do you make a sport global and accessible, commercial and personal, all at the same time?

By capturing its spirit.

We work with World Rowing to ensure their full range of brand communications, digital media, events and merchandise stay true to the values of one of the great Olympic sports. Dedication and hard work above all else, fairness and a deep respect for nature. All embodied in a brand identity inspired by the ancient art form of Sumi-e, the dedication of one’s life to creating the perfect stroke.


This identity forms an integral part of event logos for rowing regattas around the world. Each has a strong sense of host location while still keeping a consistent visual look to the brand.

The brand also helps to shape World Rowing’s biggest events, such as the World Rowing Championships. Second only to the Olympics, this prestigious event is an opportunity for host cities to welcome the world. When it was Florida’s turn to host, we created a distinctive and flexible championship identity and tone of voice that avoided the traditional Florida cliches to present the region in a fresh light.

The brand even helps World Rowing reach an audience beyond the water too, with innovative global competitions like the World Rowing Indoor Sprints, where everyone, no matter their age or background, has the chance to compete in an elite global event – all you need is a Concept2 rowing machine.

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