The iconic swimwear brand Speedo has revealed a new identity, created by Anomaly, which is designed to modernise the brand and usher in a new purpose.

Currently on show on Australia's 2024 Paris Olympic swimming teams kit, the new identity aims to make the brand both inclusive and unmissable.

Anomaly was tasked with re-energising the ubiquitous swimming brand. The subsequent work is designed to re-engage all swim audiences—performance to lifestyle, young and old and bring a new purpose to the brand.

The brand evolution places the swimmer at the heart of Speedo in a move to drive both emotional connection and cultural relevance. The brand refresh includes an evolved wordmark and icon, which was built to stretch and perform on swimwear.

Swimming and swimming pools provided the inspiration for the creation of a bespoke typeface which reflects swimming culture. Research identifying the specific shade of green which is most visible underwater provided the inspiration for a new brand colour; which blends that green with ‘medal gold’.

Speedo's logo needed to sustain a common DNA with its predecessor but be crafted for a more digital future fit. As a category leader precision was needed within evolution. The wordmark was deliberately engineered to perform and stretch its performance credentials, crafted to ‘perform’ on swimwear fabric and products, with shortened ascenders and descenders and streamlined curves.

Clara Mulligan, European Head of Design at Anomaly, explained: “The brief was to reposition the swim categories biggest player, Speedo, in order to propel swim culture forward as a whole. 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.”

This inclusiveness underlines the stretch of the Speedo brand. While many consumers have been glued to their screens watching the brilliance of 2024’s Olympic swimmers, Speedo is a brand that recognises that while many can’t match the speed, we can all access the freedom the feeling of swimming brings.