Anomaly

London

Speedo: Revitalising the Sleeping Giant of Swim

The business challenge

Speedo is THE swim brand, but whilst it dominated the Olympic pools with unrivalled expertise, it had lost the emotional connection and relevance to swim culture. The category and Speedo’s own product range are necessarily diverse - audiences span from Olympians and elite swim athletes all the way through to kids learning to swim, and from a product perspective from highly technical ultra-premium suits through to super accessible swim aids.

Additionally Speedo had limited marketing investment and with products distributed through a range of third parties the brand experience was very fragmented. A transformation was needed, one that would re-crown Speedo as the king of swim.

A total brand transformation

We transformed the total brand to engage all swim audiences—performance to lifestyle, young and old. Bringing a new purpose to Speedo, putting the swimmer at the heart of the brand 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.

We started with an evolved wordmark and icon, built to stretch and perform on swimwear, crafted a bespoke typeface inspired by swim forms, introduced a new icon brand colour, created to be the most visible underwater and deployed a design system inspired by the visual language of pools, their structure and grids, ultimately creating a brand built to unite all swimming lovers, from the elite to the everybody.

Launching at the Paris Olympics

Established in Sydney in 1928, Speedo has been a trusted supplier to Australian athletes for nearly a century. In March 2024, Speedo Australia revealed the range of uniforms and swimwear to be worn by the Australian athletes at 2024 Olympic and Paralympic Games in Paris. Featuring bold Indigenous graphic designs, and Speedo's innovative swimwear technology, the uniforms showcase the brands new logo, as designed by Anomaly.

This elevated Speedo to the global stage helping to reestablish the brand as the true winner in the water.

Speedo: Revitalising the Sleeping Giant of Swim

Bringing a new purpose to Speedo, putting the swimmer at the heart of the brand and transforming its codes to communicate its deep knowledge, expertise and love of swim culture, at every brand touchpoint.