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Phone: 617.COURAGE [268-7243]
January 28, 2010
For Immediate Release
Courageous Sailing New Brand Identity Sends Powerful Message About Its Youth Sailing Programs and Underscores Its Work to Inspire Learning, Personal Growth and Leadership In Youth
BOSTON, MASS. (Charlestown Navy Yard) — Courageous Sailing, a non-profit public/private partnership with the City of Boston Parks & Recreation Department and the Boston Redevelopment Authority which provides free youth sailing from four locations across Boston, announced today a complete organizational rebranding to elevate the prominence of its mission of transforming children’s lives through sailing.
The rebranding consists of (1) a dynamic new logo (www.courageoussailing.org/images/logo.jpg) developed in collaboration with Arnold Worldwide veteran Nick Kaldenbaugh, now the principal of Kaldenbaugh Creative Group, and (2) an overhaul of Courageous Sailing’s core messaging themes.
The new logo is a vibrant, artistic representation of two sails pitched at steep angles as if heeling in a heavy wind. The logo is intended to convey energy, excitement, passion and leadership.
For Kaldenbaugh, also located in the Charlestown Navy Yard, his inspiration was the energy and passion of Boston’s notably windy weather: “You can’t control wind. The goal is simply to capture it and maximize its efficiency. The same is true in this design with its brush strokes, ink and water; Courageous Sailing illustrates the fluid and dynamic nature of sailing itself – not rigid, not geometric. While many sailing centers use triangles and simple shapes to depict sailing, this design is organic and exhilarating.”
John Maconga, Courageous Sailing’s Executive Director, believes Courageous’ brand now conveys “a truly unique design that will help inspire Boston’s youth to be part of the program and to excel once in it.”
In connection with the new logo, Courageous Sailing has adopted the tagline “Inspiring Leadership l Transforming Lives” and revamped its mission statement to emphasize the impact its sailing programs have on Boston youth: “Transforming children’s lives through sailing programs that inspire learning, personal growth and leadership.”
In addition, Courageous Sailing has shortened its name to omit the word “Center” from Courageous Sailing Center.
“The combined impact of the rebranding and related programmatic adjustments has resulted in a reenergized focus on our core mission of improving the lives of Boston youth through sailing,” said Courageous Sailing Board President, Rick Pedone. Maconga added, “These changes emphasize that teaching excellence in sailing is a means to a greater end – inspiring youth to a life-long commitment to learning, personal growth and leadership.”
About Courageous Sailing
Courageous Sailing (http://courageoussailing.org) was established in 1987 as a 501(c)(3) non-profit in a joint effort between the City of Boston Parks and Recreation Department and the late South Boston sailing enthusiast Harry McDonough. Courageous Sailing has since grown into a dynamic, multi-faceted educational facility serving more than 1,000 at-risk and disadvantaged children each year. Through the organization’s curriculum, young sailors develop essential leadership competencies in personal responsibility, communication, problem-solving, teamwork and stewardship. Demand for Courageous Sailing’s programs is at a record high with close to two-thirds (600) of the eager young children who attempt to register for our summer program being turned away due to a lack of capacity.
About Kaldenbaugh Creative Group
Nick Kaldenbaugh is principal of Kaldenbaugh Creative Group (http://kaldenbaughcreative.com), a design and advertising agency focused on developing brand identities, advertising, marketing, graphic and package design, multimedia and illustration. Nick is a veteran of Arnold Worldwide; his successes include overseeing and executing all creative for the “#1 ball in golf” Titleist brand, and creating advertising and designs for nationally recognized brands including Jockey, Ocean Spray, Ford, NYSE, Foot-joy, Reebok, Herman Miller and Oral-B.
Hours Today, 10am-8pm
Boston Harbor Marine Forecast:
816 AM EDT SUN MAY 17 2009
...SMALL CRAFT ADVISORY IN EFFECT UNTIL 2 PM EDT THIS AFTERNOON...
.TODAY...NW WINDS 10 TO 15 KT WITH GUSTS UP TO 30 KT. WAVES
1 FOOT OR LESS. SHOWERS LIKELY THROUGH EARLY AFTERNOON...THEN
ISOLATED SHOWERS LATE.