Venice's gondoliers, famed for their striped, boat-neck shirts and rowing prowess, are getting an updated look.

A new logo, featuring Venetian symbols like the Lion of St. Mark, will now adorn the striped shirts thanks to a deal announced Thursday between the gondoliers' association and Venetian clothier Emilio Ceccato.

The Ceccato shop, located near the Rialto bridge along Venice's Grand Canal, has long been the go-to place for gondolier uniforms. Starting in November it will sell the gear with the new logo to the general public as well, officials said at a news conference.

Proceeds will go to the gondoliers' association, for training, upkeep of the gondola workshops and materials needed for the boats and oars.