Anomaly has given Speedo a fresh, modern look ahead of the 2024 Paris Olympics, targeting a new generation of swimmers. This revamped branding will be prominently featured on Australia’s Olympic swimming team’s kit.
The redesign revolves around the central theme ‘for the love of swim,’ ensuring a cohesive and modern approach. The updated logo maintains a connection to its predecessor while being optimized for digital formats.
The wordmark has been meticulously engineered to “perform and stretch” on swimwear fabrics, featuring shortened ascenders and descenders and streamlined curves. The boom icon has also been refined to align seamlessly with the wordmark, creating a harmonious visual identity.
Anomaly drew inspiration from swim forms to develop a bespoke typeface and crafted a design system based on the shapes of pools and the grids in pool tiling. They introduced a new brand color, a specific shade of green identified as the most visible underwater, blended with ‘medal gold’ to create Speedo’s distinctive hue.
“The brief was to reposition the swim category’s biggest player, Speedo, to propel swim culture forward as a whole,” says Clara Mulligan, European head of design at Anomaly. “We partnered with the brand to create products for every body; through product innovation and trend-forward designs. From elite athletes to beginners in swimming – our work embraced all audiences, allowing them to fall in love with swimming in a way that was personal and meaningful to them.”
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