British Swimming is the national governing body for swimming, diving, para-swimming, synchronised swimming and water polo. It promotes these sports internationally and works to spur athletes on to achieve gold medal success at the Olympics, Paralympics, World Championships and Commonwealth Games.
The five different swimming events had always been promoted using new creative design concepts each year. British Swimming was keen to create a consistent brand style that brought all five disciplines together under one banner, while continuing to keep each sport distinct. The marketing team wanted everyone working for British Swimming across the UK to feel part of the same brand working towards a common goal.
The design team created dynamic stylised silhouettes for each sport using colourways and devices that reflected the flow of water. This helped each sport to own its unique identity while continuing to feel part of a wider family.
The new brand identity was rolled out at venues all over the UK using a range of spectacular print and display materials. The concept was so well received that British Swimming decided to use it across all their print materials including business cards, presentations and on their website.
The design team developed a set of brand guidelines to support the new visual identity and enable everyone within the British Swimming team to understand how it should be used.
Further design work was commissioned to support the British Swimming goal: ‘One team. Winning well. In water.’ We created an umbrella identity to underpin this strapline which worked to visualise the way in which all five sports work together. This concept has been further developed into high-impact wide format visuals for the Manchester swimming base of para-swimmers now training for the Tokyo Olympic Games in 2020.
“Agencypds are very creative and they spent a lot of time really understanding our brand and requirements. They asked the right questions and their excellent listening skills helped them to develop several proposed concepts that perfectly represented our values and vision. The branding solution that they created has helped to develop our brand strength whilst bringing the departments across the organisation together and to highlight that we are all working towards a single, common goal.”
Director of Events and Communications, British Swimming
the project team
David Nelson (Lead Creative), Emily Syson (Designer), Simon Byford (Artworker), Lynda Doggett (Studio Administrator) and David Brown (Account Executive)