Cold Water Canoe
/ Branding
Logo, Illustration, Branding, Rebranding
Client:
Cold Water Canoe
Location:
Canada, Ottawa
Year:
2022
Cold Water Canoe is a Canada, Ottawa-based outrigger equipment seller, they work with Ozone Outrigger and distribute outrigger canoes, sufskis, and paddles from brands such as Kai Wa’a, Mike Giblin Canoes, Puakea Designs, and Palafamala.
Our first brief was to redesign their logo which would tell their story. They are very proud of their culture so the presence of Canada must be reflected in the logo. Also, most outrigger racing can trace its roots to the Polynesian cultures of Tahiti and Hawaii, so it is a sport that is better for warmer climates, which is not the case for Canada. Coming from Hawaii and Tahiti the logo had to also reflect this culture within itself.
Branding can be understood as a set of design, messaging, and communication decisions meant to create a long-lasting impression in the minds of the consumer. Thus brand recognition is a powerful factor for any business no matter what. That is why we knew that when someone looked at their logo they would immediately know it was about this sport and that they were Canadian. One of the first priorities we focused on was to improve brand recognition by utilizing recognizable icons/symbols. Thus we wanted to make the logo by using the brand’s own assets. The typography in the font reflects the outrigger character - bold, wild and adventurous. We played with negative and positive forms, the word Cold coming out of the maple leaf, and the canoeing person coming in from the right placed a dynamic to the logo. We kept the colors simple and straightforward - red to represent Canada and black and white. Making it much bolder and having its own philosophy underneath the brand’s community:
“Exploration is where one’s self-awareness, curiosity, and courage thrive together. It strives to instill an attitude of adventure in all its participants, where participants are encouraged to push the boundaries of their preconceived perceptions.”
