Design Director @Digitas Lbi
Speedo was diversifying into wearable tech and needed a new identity, for a their digital category Connected Swim. One that worked alongside the master brand and also independently.
You’re in the water, We’re with you. This core thought guides every aspect of the identity. Logo, colour, movement and shape all speak to the power of being in the water, and the benefits it brings to swimmers – both physical and spiritual. The Sense logo embodies the idea of our swimming intelligence joining you in the water. The two lines moving together reflect swimmer and coach, body and soul. Gradients are used to reflect the swimmers current level. From Pro swimmers with a darker palette to the broader fitness audience through brighter, more optimistic hues.