This edition is the first to be issued under the new World Rowing brand. After
months of preparation, we are proud to present the new brand of World
Rowing. This is far more than just a new logo because in its every
manifestation, it embodies the philosophy, character and
values both of our sport and the people who row.
are not new, but they have been reinforced as being
the most definitive ones for our sport:
Teamwork – Endurance – Closeness to Nature –
Fairness – Inclusiveness
The original World Rowing brand was designed
more than a decade ago and no longer reflected
• Rowing develops the important life-skills of self
discipline, focus and commitment.
“To be the first on the Lake at dawn surrounded by snow capped mountains; the water like glass; you cut through it and make the first ripples of the day…
It was these values that became the basis of our
reflection on the new brand. The challenge was then
to find a visual identity which would embrace all these
aspects in a simple, modern and effective way…
this is the most beautiful feeling in the world.
… and the answer was to be found in the Far East…
”
the true essence of World Rowing. However, recent
research confirmed to us that, despite the many
social, cultural and technological changes which
are affecting sport in general, the core values of
rowing and rowers remain integral to our sport,
and so must be preserved. It became our goal to
identify clearly who we are, and how we are to be
seen, and then to develop a new image which would
fully reflect our true personality.
• Rowing develops physical and mental strength
and all round well-being.
In the Far East there is an art form where the quality
of the brushstroke is said to reveal the depth of
enlightenment of the artist. It is called Sumi-e.
• Rowers are close to nature, fresh air and water.
The artist, the brush and the ink work in perfect
harmony to create the prefect brush stroke.
• Rowers put traditional sporting values far above
commercial gain.
To be sure we would make the right decision, and
one which would endure for many years to come,
FISA conducted some extensive research among
rowers worldwide and many of our key stakeholders.
Happily, the findings more than reinforced what was
already known about our sport:
• Rowing is far more than a physical experience. It
is respect for nature. It is the boat, the body and
mind working in harmony; and it is mutual respect
and a belief in the human spirit.
It takes a lifetime’s training to create the simple,
perfect brush stroke – the same kind of focus and
dedication it takes to develop the perfect rowing
stroke, where the body, oar and water combine to
produce the perfect stroke.
From these findings FISA focused on five defining
core values that differentiate rowing from other
sports and promote our main activities. These values
“Rowing is about the human spirit. It is the harmony of people working together with
the same focus to achieve the same goal.
”
