Swansea University

A win-win brand

When the eyes of the sporting world are on you, your brand has to really shine. We helped Sport Swansea get their new identity out of the starting blocks by celebrating their local heritage and global outlook.

Following a reshuffle, Swansea University needed to bring together its three strands – Elite Sport, Participation, and Health and Wellbeing – under one, fresh umbrella brand for sport.

The result was Sport Swansea – a strong brand with clear ties to the University’s location and culture. The bespoke swan illustration we developed was a one-of-a-kind emblem that suggests movement, agility and progress. We knew we’d hit the right notes once it appeared everywhere from the sports facility walls to the clothing sportspeople wore. It’s also raising the profile of many high-profile events that the University’s known for hosting, such as the IPC European Athletics and Rugby World Cup. When we saw it on flags lining Colin Jackson’s Olympic torch carrying route through Swansea, our pride swelled.

"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 and Corporate Engagement, Swansea University

What we did

  • Brand identity
  • Campaign
  • Strategy and engagement
  • Logotype
  • Marketing material
  • Illustration
  • Copywriting
  • Campus dressing
  • Branded merchandise


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