Leading swim brand Speedo has just unveiled a sleek rebranding with the help of agency Anomaly London.
The rebrand is purely an ode to the swimmer, placing swim athletes at the center of Speedo's new identity to build upon a love for swim culture.
A brand film posted by Anomaly details the concept behind the redesign, highlighting subtle changes and differences compared to the old logo.
It consists of a revitalized wordmark and icon, as well as a new typeface inspired by different swim forms.
View this post on Instagram
The redesign takes what made the old logo great and updates it for a new era of the brand.
Mindfully designed to be stretched and warped on swimwear, it presents the name "Speedo" as adaptable and flexible.
Rebranding your business can be a tricky thing, as it could lead to consumers feeling alienated, destroying the identity that has carefully been built over the years.
However, when done right, rebranding is a great way for a company to stand out among its competitors, especially in the case of an established brand like Speedo letting consumers know that it's still relevant and ready for a bigger market.
Swimmers' Choice
In the process of selecting a new color, Anomaly looked at studies that identified a special shade of green that is most visible underwater.
By blending this color with "medal gold," the agency found Speedo's signature shade.
"The brief was to reposition the swim category's biggest player, Speedo, in order to propel swim culture forward as a whole. We partnered with the brand to create products for everybody; through product innovation and trend-forward designs," Anomaly European Head of Design Clara Mulligan said in a statement.
She concluded by emphasizing how the brand empowers all swimmers regardless of skill level and creates a personal connection with the athlete.
The new logo will appear in digital spots and activations throughout the week in Paris, as well as the team kit for Team Australia's swimming team.
Speedo is the world's top swim brand. Founded in Sydney, Australia in 1914, the brand has broken records and created breakthrough technologies multiple times throughout its history.
The company released its last major campaign in May, starring Australian actor Dacre Montgomery "going full Speedo."
Editing by Katherine 'Makkie' Maclang
