Challenge:
Rowing Australia, one of Australia's most successful sporting bodies, faced the unique challenge of creating a unified team identity for their national rowing team. Despite a storied history dating back to the late 1800s, the Men's and Women's rowing team had never competed under a collective name. With the upcoming Olympic and Paralympic Games in Paris, there was an urgent need to establish a distinctive brand that would unify the 37-strong Olympic and eight-strong Paralympic teams and inspire future generations of rowers. The challenge was to develop brand that encapsulated the speed, grace, and precision of rowing while resonating with both athletes and the Australian public.
Solution:
We collaborated with Rowing Australia to create the "Rowsellas" logo, symbolising the agility and strength of the Australian rowing teams. Inspired by the Rosella bird's vibrant colours and swift movements, we integrated iconic rowing elements like oars and boats into our designs.
Concept 1: A sleek depiction of a Rosella in flight, inspired by the side profile of a rowing boat. The elongated shape of the tail and body conveys speed and momentum, with italic fonts and wave lines blending Australia’s iconic green and gold with the Rosella’s colours.
Concept 2: Abstractly captures a Rosella taking off, using symmetrical lines from crossed oars to form the tail. The diamond-shaped head represents excellence, while the gradient colour reflects energy and movement. The text positioning forms a crest, symbolising strength and confidence.
Concept 3: Features an aerial view of a Rosella, with the rowing boat and oars integrated into the bird's body and wings. The strong horizontal line through the centre evokes motion, complemented by a bold font with strong angles, reflecting an elite sports team.
Outcome:
The result was a simplified version of the Rosella that allowed for versatility and ensures the logo remains recognisable even at smaller sizes. In its full colour form, we have incorporated the lines of a wave to reference the water, blending the iconic green and gold colours of Australia with the vibrant hues of the Rosella.
The introduction of the Rowsellas brand was a landmark moment for Australian rowing. The new name and logo were officially launched, generating excitement and pride among athletes and fans alike. The Rowsellas brand provided a cohesive identity for the senior Australian rowing teams, enhancing their visibility and appeal on the international stage.
The Australia athletes expressed their enthusiasm for the new identity, noting the sense of unity and prestige it brought to the team. Kendall Brodie, cox of the Australian Men’s Eight, highlighted how the speed and agility of the Rosella mirrored their experience on the water, whilst Sarah Hawe of the Women’s Eight praised the nickname's potential to engage the Australian public, likening it to the mascots of other major sporting teams.
The successful launch of the Rowsellas brand ensured that the Australian rowing teams would compete in Paris with a strong, unifying identity, representing the nation's sporting excellence and inspiring pride among Australians. The new brand will continue to be a symbol of achievement and unity for years to come.
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