Sport Swansea - Brand Refresh

Sport Swansea - Brand Refresh

Advertising / Art Direction / Bilingual Design / Brand Identity / Environment Graphics / Marketing Materials / Print / Signage


Sport Swansea has gone from strength to strength since being founded as a way to bring together Swansea University’s Elite Sport, Participation and Health and Wellbeing. Now encompassing seven separate strands, Sport Swansea came to us looking for a brand refresh; a way to unify the image of all the departments and strengthen the brand to more accurately represent Sport Swansea as they grow.
The bespoke swan illustration we developed for the original brand has been simplified and supercharged with the addition of diagonal lines into the identity to establish a sense of speed, agility and energy. Seeing it rolled out across advertising, digital channels and venues that cater for the likes of Paralympic teams and New Zealand All Blacks, we think it’s a clear winner.


Different sports clubs available for students to take part in

7 Sports

Supported by the High Performance Programme


National Pool, which has been used as a training base for two Paralympic teams

Sport Swansea’ s brand refresh is flexible with a strong sense of pride to reach and engage the thousands of dedicated sports participants and supporters.

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The new brand encompasses a range of touchpoints, from posters, leaflets and large scale graphics to social media posts, powerpoint templates and timetables.

“Icon were great to work with as they took a very vague concept, helped us to articulate our own brief and then worked with us to create a logo and brand that we are extremely proud of and one that we feel captures all that we first set out to achieve.

The professionalism and creativity demonstrated by the team was inspiring and the feedback we have had from their work with our stakeholders has been fantastic.”

Richard Lancaster
Head of Sport & Corporate Engagement, Swansea University