Discover Boating unveils 1st phase of brand evolution with logo, Miami Int'l Boat Show integration
by National Marine Manufacturers Association 2 Dec 2021 10:26 PST
Discover Boating® © Discover Boating
Discover Boating®, powered by the NMMA and Marine Retailers Association of the Americas (MRAA), revealed today the first of its three-phase brand evolution: a new Discover Boating logo and a re-brand of the Miami International Boat Show to Discover Boating®; Miami International Boat Show®. The brand evolution will further the NMMA and MRAA's Discover Boating industry growth strategy to attract the next generation of boaters and retain existing boaters.
"We spent a lot of time this past year talking to first-time boat buyers, repeat boat buyers and future boat buyers and no matter where they were on the spectrum of boat ownership, the word 'freedom' kept coming up in our conversations. Boaters, especially the next generation, come from all walks of life. The feelings of freedom experienced while boating are as unique as the individual and yet there's an underlying sense of unity and community when on the water. Our new logo's clean, light and open lines allow the stories and feelings of freedom of life on the water—whether on social, in our advertising, on our website, or at our boat shows—to be front and center, while continuing to deliver an inherent call to action through our brand name—Discover Boating," said Ellen Bradley, chief brand officer for the NMMA. "At the same time, the 'A' in the logo takes the form of a bow of a boat and is a unifying icon that adds to the logo's versatility and digital-friendly design."
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