AQUATICS GB

Aquatics GB is the governing body for aquatic sports in the UK. Previously known as British Swimming, we created a new name and identity that would help unite all the five aquatic disciplines under a stronger, more commercially viable brand in time for the Paris Olympics. 

Beyond pure governance and elite performance, the brand had to spearhead the sport and to inspire people from all walks of life to be interested in swimming and its benefits to the nation. ‘Immersive Excellence’ is compelling to both athletes and the general public alike, whilst being a tangible promise that is both performance-led and benefit-led. It encapsulates what the business and brand needs to deliver every day.

To bring our idea to life we created a fluid identity system inspired by the free-flowing, organic forms of water. This informed the ‘splash’ logo mark, the drip inspired typeface, and a set of water ripple patterns. 

The system had to flex across the five disciplines whilst also working with event partners and sponsors. It had to have the ability to resonate with athletes and inspire audiences whilst also having the authority of a National Governing Body. 

The name change from British Swimming to Aquatics GB signifies a more united front. It speaks to all disciplines and follows a similar convention taken by the World and European Governing Bodies. It can also be effectively integrated into both new and existing event propositions.