U.S. Canoe and Kayak Team
To encourage greater participation and sponsorship, the U.S. Canoe and Kayak Team needed to increase its visibility. Their existing logo was outdated, restrictive and no longer accurately or emotionally reflected the scope of competitive canoeing and kayaking (whitewater, wildwater, and slalom). Crosby Associates’ new emblem, the bow of canoe or kayak cutting through a rush of water to form a star, visually embraced all the sport’s disciplines. The emblem was boldly applied to the team’s new apparel and gear, and to their boats used for the Olympic Games.