Brunswick Rebrands

Brunswick Corporation unveiled at the Consumer Electronics Show (CES) in Las Vegas, a powerful brand update reflecting the company’s unwavering dedication to architecting the future of the marine industry through technology-driven solutions across its portfolio of category-leading brands. Anchored in its new tagline, “Next Never Rests™,” the brand refresh reflects a sustained commitment to innovation embodied in the most comprehensive and integrated product, service, and technology strategy in Brunswick’s history.  

The new brand work aims to energize the storied Brunswick brand, better represent the company’s ecosystem of leading marine brands – such as Boston Whaler, Sea Ray, Lund, Freedom Boat Club, Mercury Marine, and Lowrance— while amplifying the company’s dedication to transforming experiences on the water and beyond. 

To bring the new brand positioning to life, Brunswick launched a new visual identity, inclusive of a new logo and tagline. In coordination with this brand reveal, Brunswick also unveiled a series of innovations at CES 2023, including: the first commercial model in Mercury Marine’s Avator 48V electric outboard series; the first model launched under the all-new and exciting Veer boat brand, designed for electrification and the next generation of boaters; and Navico Group’s newly launched Fathom e-power system – a lithium-ion power management system that offers advanced electrical energy storage and distribution capabilities for onboard systems in marine and other mobile and industrial applications.