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Where Greatness meets - The Boat Race New Identity

The Oxford and Cambridge Boat Race has been rebranded by True North in a bid to reassert its position as Britain’s greatest race, helping to support future commercial ambitions.


The annual battle between the two universities marks one of the greatest rivalries in sport. This gruelling challenge spanning a history of over 185 years has become an annual British tradition that is broadcast around the world. However, with connotations of an event for the rich and the elite and the inclusion of the women’s race, the event branding needed to change.


True North Design Director, Sarah Dutton said “This was a once in a lifetime project. We aimed to recapture the race’s identity and heritage, to tell it’s unique story and help it rightfully claim it’s place as one of Britain’s top sporting events”.


Working alongside The Boat Race Company Ltd, True North developed a new positioning and visual identity that articulates the unique rivalry between the two teams, expressed through the concept of ‘Where Greatness meets’. “It is the perfect vehicle to highlight all the elements that go into making the race special” continues Dutton.


The new brand was rolled out at the latest race on Saturday 24th March, with further application over the coming 12 months.

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