Russian Rowing Federation

Logo Redesign
Visual Identity

The new visual identity was to continue the idea of the existing logo, which, however, could not make a strong enough visual statement for such a prominent organization.
The old logo’s oar-and-flag combination successfully conveyed the Federation’s area of activity and nationality, so it was decided to keep the existing meaning and focus on making eye-catching and recognizable image to create a symbol young athletes and fans could easily identify themselves with.
The pattern is based on a small fragment of the logo representing dynamism and drive, and connotes fish scales, for the fish is closely associated with water and constant movement.