World Sailing reveals abstract new branding

The global governing body for sailing has had a rebrand and a name change, previously known as the International Sailing Federation.

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Global sailing governing body World Sailing has revealed a new brand identity, completed by consultancy Rbl.

Rbl says it aimed to create a “flexible” brand to demonstrate the “history and tradition” of the sport of sailing, while representing World Sailing as a “modern organisation”.

The new logo includes an abstract sail, created out of two semi-translucent, curved triangular shapes.

The branding uses a colour palette of navy blue, pink, light blue, white and purple. Rbl says shapes and colours allow the visual identity to “flex, adapt and animate” for digital animations. A sans-serif, curved-edge typeface is used for the logotype.

The abstract sail icon is used as a framing device across brand communications, to create backdrops for text and images across platforms such as business cards and merchandise.

Rbl head of creative Adam Concar says the consultancy wanted to convey the “uncontrolled” and “unpredictable” environments that sailing professionals work in with the branding, through the changeable icon.

The rebrand also sees a name change from the International Sailing Federation (ISAF), to the more succinct World Sailing.

The project took three months to complete. The new brand identity is currently rolling out across digital platforms and will roll out across merchandise, print and marketing collateral later this year.

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Comments
  • Dan October 13, 2016 at 10:50 am

    Seen it all before – ‘flexible’ seems to be the buzz word for identities but in this case it just feels very lazy and the rational behind it is dribble I’m afraid. It looks tired already.

  • reto October 13, 2016 at 6:27 pm

    logo looks like a layman student beginner work ! look at bouygues telecom ( french mobile – today and former logo same ! terrible !

    no white no elegance ! no ocean – no freshness ! what are these terrible useless shapes !

  • Neil Wright October 14, 2016 at 10:58 am

    I’m sorry, I can’t help but see Barclaycard with that typeface.

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