Paddling is a part of our history. Paddling teaches us how to be alive in the world. It cultivates the skills for life success. It embodies the values we believe in. Everything that our country stands for is brought to life in the act of paddling. Paddling makes us who we are.
OTTAWA – February 18, 2016 – Canoe Kayak Canada has launched a new brand aimed at connecting with all Canadians from cottagers to club paddlers to Olympians and Paralympians at the pinnacle of the sport.
As Canadians, we share a special connection to the tranquil, authentic and powerful feeling of paddling on the water in a canoe or kayak. It’s a sport and a lifestyle that is uniquely a part of our heritage and our identity; it’s who we are.
“There’s nothing more Canadian than paddling” said Casey Wade, CEO of Canoe Kayak Canada. “Paddling is a cherished part of our way of life in Canada and with this campaign we want to celebrate that and engage even more Canadians in this amazing sport.”
With the launch, Canoe Kayak Canada has unveiled a promotional video, a new logo and supporting documentation as well as stunning imagery to showcase the sport and to drive participation to the 100 clubs across the country. The new brand and creative seeks to invite all Canadians to come paddle.
Millions of Canadians paddle, whether recreationally or competitively. This short film captures the essence of paddling in its myriad forms. Beautifully showcasing the sport’s finest aspects, the piece seeks to relate to the broader Canadian demographic and to capture the imaginations of the many who feel a historical, cultural, geographic and physical connection to the quintessentially Canadian sport.
The new logo shows a stylized maple leaf, with a paddle at its core. It is meant to symbolize paddling as paramount to who we are as Canadians and give a nod to the sport’s history while showcases a sense of national pride, accomplishment and unity amongst the various pursuits.
The new brand comes with a distinctive new photo style. Samples of the imagery by Jason van Bruggen are shown below.
Behind the Brand
This re-brand is part of long-term strategy to increase participation, build interest in the sport, and engage corporate partners to fulfill Canoe Kayak Canada’s mission of enabling Canadians to enjoy paddling and achieve success at the highest levels of competition.
Creative development of the new brand including the video and all photography was led by Toronto-based marketing agency DOT DOT DASH. The project is supported by the Canadian Olympic Committee’s NSF Sport Enhancement Initiative.
About Canoe Kayak Canada
Canoe Kayak Canada was founded in 1900 as the Canadian Canoe Association and has been one of Canada’s top performing summer sports having won an impressive count of 24 Olympic medals. Canoe Kayak Canada is a member-based organization which includes an intricate network of clubs as well as provincial and divisional paddling associations. Elite National Team athletes proudly represent Canada at various competitions around the globe – most notably the Olympic Games, Paralympic Games, Pan American Games, ICF World Cups as well as Junior, Under 23 and Senior World Championships.
For more information, high resolution images and interview opportunities please contact:
Communications and Marketing Officer, Canoe Kayak Canada