Skip to main content

WhiteWater reveals FlowRider rebrand

News
FlowRider New Logo

The new-look style includes a logo with parallels to the company’s top products

WhiteWater, a leading waterpark manufacturer, has announced a refresh of its long-standing stationary wave machine brand, FlowRider.

As a leading name in the surfing leisure industry, FlowRider has provided its products and services to clients for more than three decades. The firm has helped create the popular new flowboarding trend, created by pumping a thin sheet of water over a tensioned ride surface. The nonstop wave results in an activity that fuses surfing and skating, gaining a global fan base.

The brand has thrived on product development and innovation, bringing out new waves each year, and the company has refreshed its brand identity to reflect its passion and forward-looking nature externally.

Teaming up with experts

FlowRider debuted its first product at Schlitterbahn in New Braunfels, Texas, US, in 1991 with a wave similar to the company’s FlowBarrel product, and is still running after 30 years of operation.  FlowRider has gone on to create more than 250 waves globally, more than any other manufacturer.

FlowRider partnered with market leader WhiteWater in 2009, helping increase its global presence over the last decade and secure its spot as a top name in the stationary wave industry. With over a dozen products for leisure venues, FlowRider plans to remain a pioneer in stationary wave innovation.

FlowRider outdoor

Reflecting innovative design

During its long-standing history, artificial wave technology available to customers has vastly improved. By working with professional surfers, FlowRider’s team of engineers are always looking for new ways to be innovative, and this is now reflected in the company’s brand identity.

FlowRider president Marshall Myrman says: “We have not had a true logo for a few years now, and we are really excited to have a logo that is so representative of our product. This new branding really nails the curvature of our original FlowRider product, while also looking reminiscent of a river wave, which is what our newest product, FlowSurf, is based on. It perfectly ties together our past and our future.”

WhiteWater FlowRiser Surfing

Una DeBoer, chief marketing officer for WhiteWater adds: “With the help of Origin, we have created a logo that better reflects the spirit of FlowRider. It is bold and energetic, and the injection of colour in the flow icon signifies the ‘sun and water’ – the fun nature of flowboarding so beloved around the world.”

WhiteWater recently announced a series of new installation openings this summer, including new attractions at Soaky Mountain Waterpark in Tennessee and Island H2O Water Park in Kissimmee, both in the US.

Share this
Adam Whittaker blooloop headshot

Adam Whittaker

Adam studied Marketing and Advertising Management at Leeds Beckett University. Originally from Lancashire and now based in Norfolk, UK, you can usually find him appreciating art deco design or on a roller coaster.

More from this author

Companies featured in this post

More from this author

Related content

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update