August 2023
![](https://cdn.myportfolio.com/ed822d29-651f-4f25-af0f-81d4d4eba0b6/de2552c2-74b3-4181-9fac-1d80b1818f35_rw_1920.png?h=235b4ae12a58abc3b135c5c59605aa81)
![](https://cdn.myportfolio.com/ed822d29-651f-4f25-af0f-81d4d4eba0b6/eb7cdbc7-b3f9-4579-bb12-76fd1a8b562c_rw_1920.png?h=e89b179d7a66813a92ad0f7336d63f55)
The new name and logo unites all disciplines, countries, and performance levels, encompassing everyone, no matter if they paddle recreationally or at an elite level.
![](https://cdn.myportfolio.com/ed822d29-651f-4f25-af0f-81d4d4eba0b6/8cad5536-0301-4d99-8bce-ccf5ee89c5f2_rw_3840.png?h=82ded7b0ce613734e634f06d2f4a17a9)
![](https://cdn.myportfolio.com/ed822d29-651f-4f25-af0f-81d4d4eba0b6/cb87f55b-b958-462e-aa99-ba6f96879c06_rw_1920.png?h=e9413fe6e377709ce95d7d92fa30baa5)
![](https://cdn.myportfolio.com/ed822d29-651f-4f25-af0f-81d4d4eba0b6/5bbf068c-71c9-4168-a458-8057999804e8_rw_1920.png?h=3b7d89461622809a87ed6be15ffa5a45)
A speculative brand identity project: 'PaddleSport UK' for what used to be British Canoeing.