Newspaper article The Canadian Press

Canoe Kayak Canada Rebrands to Draw Attention to Country's Paddling Past

Newspaper article The Canadian Press

Canoe Kayak Canada Rebrands to Draw Attention to Country's Paddling Past

Article excerpt

Canoe Kayak Canada unveils new logo

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OTTAWA - Kayaker Mark de Jonge is hoping a rebrand will help Canadians link his sport to the country's past.

Canoe Kayak Canada unveiled a new marketing campaign this week ahead of the 2016 Summer Olympics that's aimed at connecting the current team with paddlers of all abilities.

"They've matched up our normal perception of what canoeing and kayaking is to our sport," said de Jonge, a bronze medallist in the men's K-1 200-metre at the 2012 Games. "It's a Canadian symbol and part of who we are instead of this far away sport that we only see once every four years at the Olympics."

The new logo includes a paddle in the middle of a Maple Leaf designers describe as "a nod to the sport's history while showcasing a sense of national pride, accomplishment and unity amongst the various pursuits," while an accompanying short video splices shots of athletes in training and competition with scenic lakes. …

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