British Swimming, the esteemed custodian of aquatic sports in the UK, has embarked on an exciting new chapter. Post rebranding, it now champions under one compelling name: Aquatics GB. With the creative prowess of Bath-based branding maestro Thisaway, the transformation signifies a tidal shift in the way aquatic sports are represented in the nation.
- Aquatics GB better encapsulates swimming, diving, para-swimming, artistic swimming, and water polo.
- The Paris Olympics serves as a prime milestone for this augmented brand identity’s debut.
- The rebranding initiative is a strategic blend of performance enhancement and commercial attractiveness.
Strategic Insights Lead to ‘Immersive Excellence’
The agency’s brand positioning ‘Immersive Excellence’ mirrors the athletes’ dedication and offers the audience a connection to the aquatic sports world. Through clever branding, Thisaway channels the shared passion for aquatic excellence into a unified, marketable identity.
Making Waves with Visual Identity
Visually, Aquatics GB draws inspiration from the fluidity of water, weaving it into logos, typography, and patterns. This design serves multiple platforms, exuding both authority and inspiration. Thisaway’s strategic pivot ensures that the visual identity aligns with the overarching goal of fostering unity and commercial opportunity.
Branding for Gold at the Paris Olympics
Operating under tight deadlines, Thisaway’s design director Adam Cale masterminded an identity that’s as practical as it is striking. The name ‘Aquatics GB’ aligns with global naming conventions and offers a vast branding horizon for future aquatic events. Drew Barrand, CEO of Aquatics GB, highlights Thisaway’s dedication to design and strategic expertise for a vision cast onto the global stage of the Paris 2024 Olympics.
