Aquatics GB is the governing body for aquatic sports in the UK, which includes Swimming, Diving, Para-swimming, Artistic Swimming and Water Polo. It is also responsible internationally for the high performance representation of these sports.

Previously known as British Swimming, we were asked to create a new name and identity that would help unite all the aquatic disciplines under a stronger, more commercially viable brand in time for the Paris Olympics.

We needed to work closely with the new CEO to tackle multiple challenges across the business. There was a feeling that the five aquatic disciplines felt quite disparate and needed better representation with a more united feel under one banner.

Being a National Governing Body, there was the obvious focus on ensuring performance and results inspire the nation. However, from a branding perspective we needed to make sure we built a brand that is an engaging commercial proposition which can increase income to the business outside of government public funding delivered through UK Sport.

Beyond pure governance and elite performance, we also wanted the brand to spearhead the sports and to inspire people from all walks of life to be interested in swimming and its benefits to the nation.

Whatever the aquatic discipline, for athletes, the drive for excellence and success requires full dedication and immersion. Whether it’s a hunger to be in the water before sunrise every morning, or the personal longing to express their artistry and grace in water, we wanted to channel that energy and perseverance to be the best.

From an audience perspective, seeing this amazing talent in action, understanding the dedication and teamwork that sits behind it, and experiencing the thrills and excitement that results from it, is something everyone can enjoy.

Combining these insights led us towards our idea.

‘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 drives the athletes and their teams to be the best they can be, whilst also opening the sport up to broader audiences, inviting them to get excited, show support or even be inspired to take the plunge themselves and get involved in aquatic disciplines.

It’s an idea that encapsulates what the business and brand needs to deliver.

To bring our brand idea to life we created an identity system inspired by the free-flowing, organic forms of water. This direction was weaved throughout all elements of the brand; from the GB splash logo, to the drip inspired typeface, aqueous colours and fluid patterns.

The system itself also had to be fluid in order to flex and adapt across the full range of disciplines whilst also working with event partners and sponsors. It had to have the ability to resonate with athletes and inspire and excite audiences, whilst also having the authority of a National Governing Body.

The main issue with the name ‘British Swimming’ was that it only spoke to one of the five disciplines that are covered by the National Governing Body. We developed a variety of names that would unite the disciplines and presented these to the board. We decided to develop the name Aquatics GB which speaks to all disciplines and follows a similar convention taken by the World and European Governing Bodies.

Aquatics GB can also be effectively integrated into both new and existing event propositions such as the Aquatics GB Swimming Championships, the Aquatics GB Summer Championships, the Aquatics GB Swimming Awards, etc.