United States Power Squadrons — America’s Boating Club — announced the launch of its new logo on Tuesday.
It is the first of several planned updates in the new brand image and identity of the Power Squadrons, which said it is the country’s largest nonprofit boating organization. Changes to its website, social media platforms and collateral are expected in the coming weeks.
In February the Power Squadrons announced the America’s Boating Club co-brand to its squadrons after an almost yearlong renaming exercise.
Offering classes in seamanship, navigation and related subjects, the Power Squadrons serves as a virtual “yacht club,” with boating and social activities for all types of recreational boaters.
With more than 27,000 members organized into 356 squadrons across the country, America’s Boating Club said it is composed of families who contribute to their communities by promoting safe boating through education.
“We are United States Power Squadrons, but we are also America’s Boating Club,” chief commander Louie Ojeda said in a statement. “This is not just a name change. It describes what we do. We go boating and have fun doing it. Over time our squadrons have evolved to become social clubs, as well as providers of high-quality boating education — allowing members to enjoy the sport and camaraderie of boating and any number of activities that keep us together. Togetherness is what this lifestyle is all about. We joined the organization for the boating education, but we stayed for the friends.”