A refreshingly reimagined rebrand for a stereotypically staid sport

As an avid sailor for more than a decade, I’ve seen my fair share of boating and yacht clubs. Each one is indistinguishable from the next, showing endless iterations of staid and stodgy navy blue branding. When the New York Sailing Center came looking for a fresh take on their brand, I jumped at the chance. We agreed that a benchmark of success would be to create a logo so good, anyone — not only sailors — would wear it on T-shirt. Adding a few clever sailing-related phrases helped.

The logo may be seen by some as an abstract, distinguished crown. Others see three colorful sailboats crossing in the water. Especially perceptive viewers will see a stylized ”NY.” The colorful identity takes its cues from nautical flags used in navigation.

Project
New York Sailing Center

Agency
MSLK

Roles
Copywriting
Design
Art Direction
Creative Direction