the power of water

Speedo logo with a red swoosh.

speedo: visual identity

design
ART DIRECTION
BRANDING

Believing in the undeniable power of water, Speedo’s new VI strives to champion it and live it in every way.

Leading design in developing the new visual identity, every touchpoint of the brand was reworked to incorporate Speedo’s long and powerful connection to the water; from the pool to the open ocean.

The result is a bold, vibrant, flexible VI that lives and breathes confidence with a forward-thinking attitude that lives both in and out of the water; staying connected to their iconic heritage without being weighed down by it.

CORE BRAND

CORE PALETTE

“water lines” GRID
& LOGO PLACEMENT

Gray grid with small squares, numbered 1/20 at the top.
Speedo logo on a grid background
Speedo logo on a gray grid background.
Woman in colorful bikini sitting by the ocean, Speedo ad with slogan 'Less gym. More swim.'
Underwater view of swimmer in black swimsuit with goggles, Speedo branding, text "Less gym, More swim."
Underwater shot of a swimmer wearing a white swim cap and goggles, swimming in a pool. "Less gym. More swim." text overlaying the image.
Mobile phone displaying a swimming app screen with a swimmer diving.
Person wearing blue Speedo two-piece swimsuit on a beach, with grass and sky in the background.
Swimmer underwater wearing Speedo swim trunks with text 'No time to dry.'
Mobile screen displaying a Speedo swimsuit advertisement featuring a model in a black and neon green swimsuit titled 'Redondo Edge Volley 17' priced at £75.
Mobile screen showing a woman in a swimsuit jumping into a pool, with text "Make waves" and buttons for shopping women's and men's swimwear.

Franchises

ELITE

Fastskin logo in bright green with color swatches below.
Underwater view of a swimmer wearing goggles and swim cap, swimming freestyle. The text "Swim with the fastest" and "Fastskin" appear, promoting Speedo swimwear.
Speedo Fastskin advertisement graphic with logo on dark background
Swimmer wearing Speedo gear, including swim cap and goggles, with tattoos on torso and arms, and "Fastskin" text overlay.
Speedo Fastskin logo in green on swing tag.

ELITE

Logo with the word 'Vanquisher' and three color swatches below in white, light gray, and black.
Underwater view of a streamlined swimmer near a lane divider, featuring "Speedo Vanquisher" branding and "New and Evolved" text.
Swimmer in Speedo swimwear exiting a pool wearing a white cap and goggles, with the text 'Vanquisher' overlaid.
Underwater shot of a swimmer diving in a pool, with the text 'New and Evolved' at the top.
Speedo Vanquisher swing tags with logo and name

FITNESS

Biofuse logo with blue text and three color blocks below in white, blue, and dark blue.
Woman wearing speedo goggles and swimsuit adjusting gear by poolside.
Smartphone screen displaying Speedo logo and Biofuse text.
Person swimming with white and blue goggles, text "Active protection" in white and blue.
Two Speedo Biofuse swing tags with the Speedo logo.

FITNESS

Hydraline logo with three color squares
Woman in black swimsuit sitting on the edge of swimming pool, blue sky background, "Define your power" text, Speedo branding.
Close-up of a person holding swimming goggles above their eyes, with 'Hydraline' and 'Speedo' logos visible.
Person wearing a Speedo swimsuit holding goggles, with the text 'Define your power' on the side.
Speedo Hydraline swing tags with logo and branding

KIDS

"Sunny G" logo with a white and orange color scheme.
Child swimming in pool with goggles and floatie, Speedo branding, text 'Courageous Exploration'.
Mobile phone illustration with Speedo logo on orange background and text "Sunny G."
Child underwater wearing purple goggles, text "Courageous exploration" on the side.
Orange and white Sunny G swing tag design.

CORE

minimalist red square on white background
Woman wearing Speedo outfit, casual beachwear, blue sky background, red bordered "Follow the sun" text design.
Illustration of a smartphone screen displaying the Speedo logo and the word 'Jetstream' on a red background.
Person wearing an orange and yellow Speedo jacket, with text 'Follow the sun' on a phone screen.
Speedo Jetstream swing tags in red with logo and text