The Soul of Rowing - Our new brand identity

Developing our new brand identity

The process started with a reassessment of our values, our personality and what makes rowing different. We consulted a wide cross section of stakeholders, rowers, coaches, administrators and long standing commercial partners. This is what rowing stands for…

• Rowing develops the important life skills of self-discipline, focus and commitment. It develops physical and mental strength and all –round wellbeing.
• Rowers are close to nature, fresh air and water.
• Rowers put traditional sporting values far above commercial gain.
• Rowing is far more than a physical experience. When rowers talk, it becomes clear that rowing has a soul.
• Rowing is respect for nature. It is the boat, the body and mind working in harmony. It is mutual respect and a belief in the human spirit.
• In essence, rowing can be described in two words. TRUE SPORT. 

So how do we capture this energy in a visual?

In the Far East there is an art where the quality of the brushstroke is said to reveal the depth of enlightenment. It is called sumi-e.

The artist, the brush and the ink work in perfect harmony to create the perfect brush stroke. In the same way as a rower strives for the perfect oar stroke.

There is one brush stroke which symbolises mental strength, wholeness, globality, elegance, inclusiveness, simplicity and harmony. It is called enso.

Creating the image

Our brand identity has been created by Cravens – a creative marketing agency in Newcastle, England. The enso was illustrated by Shoho Teramoto a master calligrapher from Japan.

Shoho began studying traditional Japanese calligraphy at the age of six. Her mother before her was a master of the art and through University Shoho developed a particular skill in the Ryo-kan art style of Zen – the roots of sumi-e and enso.  Shoho teaches calligraphy and has won numerous awards. Her work is exhibited at many prestigious locations including the Tokyo Wonder Wall.

Shooting the film

The film was shot on location at Dorney Lake, Eton, the venue for the London Olympic Games in 2012 and at the Minka House at Kew Gardens in London.

The featured rower is Frazer Brent, a member of Team GB. Frazer raced in the men's eight at the 2010 World Rowing U23 Championships in Brest, Belarus winning a bronze medal.  Three months earlier he won gold in the men's four at the Duisburg Regatta.

Frazer was inspired to take up rowing through the 'Sporting Giants' Scheme. With fellow athletes from the Molesey Boat Club the boat pre-qualified for the 2008 Henley Royal Regatta. 

In 2009 Frazer was part of the Molesey men's eight that won the Thames Challenge Cup at Henley. 

Frazer is Lottery funded through UK Sport.

The enso artist is Shoho Teramato wearing traditional cherry blossom Kimono and using the age old tools of the enso artist; brush, water and black ink ground from charcoal.

For further information or to feedback on our new brand identity, please contact us.