Developing the Swim Ireland brand

Swim Ireland is an ambitious organisation with visions of leading the way for NGB’s both nationally and internationally. From the off, it was important to understand that the Swim Ireland brand development needed to be representative of their values as an organisation, including their partners & various disciplines, but could be utilised across all communications & platforms with an identifiable logo and focused tone of voice.

Different logos for Swim Ireland

Working with Swim Ireland, Atomic Sport developed a new identity through a brand development project after a consultation process with the various stakeholders of Swim Ireland, including swimmers, volunteers & board members amongst others.

Being the largest participation sport in Ireland, the first thing to consider with Swim Ireland was realising the huge numbers, diverse disciples & the ability of the swimmers and organisers that they represent. This meant that we needed a passionate brand that could be relatable to everybody… not a straightforward task.

Me and the water copy

The unique thing about swimming is that it’s personal. Everyone has their own relationship with swimming and the water. Everyone has their own goal and what they want to get out of it, whether it’s staying afloat, diving off the 10-meter board or getting faster. Each of those goals are personal and Me and the water encapsulated that sentiment perfectly.

With regards to visual identity, Swim Ireland also had the opportunity to stand out from the traditional NGB logo with a modern logo reflective of Swim Ireland as a modern, forward thinking organisation as well as being reflective of the sport. The extended pallet of colours to represent the various subsections within Swim Ireland helps segregate and identify the diverse disciplines & groups.

Part of the brand development consisted of photography style. For this, we photographed several different swimmers from the different disciplines in their natural swimming settings, including elite performance, diving, water polo, education and open water. Coupled with personal headlines specific to swimming and their activity, the executions looked great and make for powerful pieces of branded communication.


Atomic Sport is a creative agency that helps sports organisations grow through marketing planning, strategy and execution. Contact if you are leading a sports organisation and planning for growth.