Speedo Makes a Splash with Slick Rebrand

Anomaly has transformed the world’s leading swimwear brand Speedo’s total brand to re-engage all swim audiences - performance to lifestyle, young and old. Bringing a new purpose to the brand, putting the swimmer at the heart and transforming its codes to communicate its deep knowledge, expertise and love of swim culture, at every brand touchpoint. Setting the foundations for Speedo as champions of propelling swim culture for the next generation of swimmers.

With over a century of experience and an unwavering dedication to innovation, Speedo has cemented its position as a global leader in the swimwear industry. Proudly emblazoned across Australia’s 2024 Paris Olympics swimming teams kit, the new identity, created by Anomaly, modernises the brand, making it truly inclusive and unmissable.

Speedo is THE swim brand. Whilst it continues to dominate pools with its unrivalled expertise, over the years it has lost its emotional connection and cultural relevance, focusing more on distribution and merchandise. 2024 marks the opening of the Paris Olympics 2024, and a transformation for the brand. Led by Anomaly, the total brand overhaul engages all swim audiences, putting the swimmer at the heart of the brand, and transforming its codes to communicate its deep knowledge, expertise and love for swim culture across all brand touchpoints.

Tasked with revitalising the previously inconsistent and overlooked branding of Speedo, Anomaly utilised the design idea, ‘for the love of swim’, throughout. Celebrating Movement and expression in all of its forms; life, positivity, growth and abundance throughout their designs:

• An evolved wordmark and icon, built to stretch and perform on the swimwear
• Using swim forms to inspire a bespoke typeface
• Anomaly was inspired by a piece of research that identified a specific shade of green that is most visible underwater. We created a new iconic brand colour for Speedo blending the green with 'medal gold'.
• A system inspired by the language of pool shapes and the grids found in pool tiling.
• A bespoke typographic style that feels trusted and knowledgeable yet modern and distinctive through the use of mixed fonts, inspired by swimming forms

The next evolution of 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. The boom icon was streamlined and optically attuned to the wordmark, resulting in two elements that swim and support each other perfectly.

Clara Mulligan, European head of design, Anomaly said, “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.”