Speedo Undergoes Brand Makeover That Stretches Flexibly With Swimwear

By Mikelle Leow, 30 Jul 2024

Speedo has undergone a splashy transformation set to send ripples across this Olympic season. Led by creative agency Anomaly, the rebrand seeks to reconnect with swimmers from all walks of life—from elite athletes to casual enthusiasts, whether young or old. Wading forward is a renewed focus on celebrating swim culture and putting the swimmer at the heart of everything the brand does.

Although it has carved out a name as a swimwear pioneer and innovator, the Speedo brand started losing some of its emotional resonance in recent years. The upcoming 2024 Paris Olympics presented an ideal opportunity for the company to reinvent itself. Its new identity, proudly worn by Team Australia’s Olympic swimming team, modernizes its image to one that is inclusive and strikingly relevant.

The strokes of movement, expression, and positivity take the lead in this overhaul. It starts with a redrawn wordmark, built to stretch and perform on swimwear fabric. The logo sports ergonomic, streamlined curves with shortened ascenders and descenders for an aerodynamic look that stands out in the digital era. The iconic ‘boom’ symbol, too, has been given a similar treatment.

Video screenshot via Behrad Taherparvar / Anomaly

Diving further, a new bespoke typeface takes cues from the fluid forms of swimming, embodying trust and expertise while maintaining a contemporary feel. The mixed fonts within the typeface reflect the diverse and dynamic nature of swimming strokes.

Video screenshot via Behrad Taherparvar / Anomaly

Now, put on your goggles to make way for a bright new color palette. A special green—chosen as a result of Anomaly’s research identifying a shade that is most visible underwater—is blended with aquatic tones and a winning touch of “medal goal,” creating a vibrant official hue that symbolizes victory and visibility.