As a result of swimming pools being closed for much of 2020, last year witnessed a 20% decline in the global swimwear market. However, it’s expected to bounce back in 2021 and, as swimmers get ready to dive in this summer, Speedo is well positioned to take the opportunity, when all eyes are on the pool, to inspire more swim consumers.
Bastardo Grotesk*ish is the typeface chosen for the “Make Waves” logo. It’s set in all caps, in two lines, making use of the typeface’s shapes for M and W to create a mirror image. Adrop of water adds a lens effect, distorting the letterforms a little. Bastardo Grotesk*ish is paired with Neue Helvetica Italic for the quotes. The hashtag and the athletes’ names use another, yet unidentified sans serif.
The Speedo logo is based on Sol (a.k.a Digital Sans), used in all-lowercase oblique featuring an e with a horizontal (rather than angled) bar .