The Rebrand of Swimming Group FINA to World Aquatics


The Worldwide Swimming Federation (Fédération Internationale De Natation, or FINA), the physique for water sports activities whose mission is to assist everybody on the planet study to swim, has modified its identify to World Aquatics.

Husain Al-Musallam joined as president in the summertime of 2021 with the agenda to drive change throughout all facets of FINA together with its sporting calendar, governance construction and industrial operations. Final December, he additionally introduced the intention to rebrand the group to be extra consultant of its sport.

“As we glance to the long run to make sure that we’re each partaking our present followers but additionally tapping into an enormous viewers of latent followers, sports activities followers, Olympic followers and aquatics contributors, we would have liked to provide you with a brand new visible identification, identify and model structure that resonated with a a lot wider international viewers,” defined James Moy, the group’s advertising and marketing director. “It’s making an attempt to shake up the model structure a little bit bit.”

The group’s new look

The identify alternative of World Aquatics echoes different sporting our bodies comparable to World Athletics and World Rugby by reflecting its international standing. U.S. advertising and marketing agency The Martin Group led the rebrand.

It’s the antithesis of what FINA was. It’s definitely a way more putting and visually spectacular emblem—very trendy and really dynamic.

James Moy, advertising and marketing director of World Aquatics

“It’s vital that the buyer is aware of who you might be as a corporation,” mentioned Moy, who says the earlier identify failed to speak what the group does. He hopes this rebrand will final for not less than “the subsequent couple of many years.”

The round form of the brand has been designed to convey the worldwide nature of the group with the predominant shade of blue used to mirror water. It additionally options 5 rows to signify every continent with the lengthy bars resembling swimming lanes and every white dot representing its six disciplines: swimming, diving, excessive diving, creative swimming, water polo and open water swimming.

World Aquatics

“It’s the antithesis of what FINA was. It’s definitely a way more putting and visually spectacular emblem—very trendy and really dynamic,” mentioned Moy.

There are 209 variants of the brand new icon to mirror the nationwide federations, adopting the colours of every of their flags. All federations will probably be given permission to include their nation’s model of the icon into their very own branding and communications as they select.

World Aquatics

Brief animated movies have additionally been developed to convey the that means of the brand and the imaginative and prescient of the group at forthcoming occasions world wide.

Moy reveals that the group’s industrial companions comparable to Nikon, Omega, Yakult and Hismatitsu have been concerned within the rebrand course of and in a position to supply their very own views alongside the way in which.

“We definitely didn’t need to simply inform them that we have been doing this after the actual fact,” he mentioned, including, “We wished them to be a part of this course of and be capable of not less than say what they want to see thought of.”

A brand new tagline

One other change will see a departure from the group’s motto “Water is our world” which Moy admits prompted “a lot debate” internally however that there was a necessity to finish the method with one other change there to “United by Water.” This goals to speak the brand new imaginative and prescient which is “a world united by water for well being, life and sport.”

“We need to be placing on elite aquatics occasions on an annual foundation and we need to be educating the world to swim and in addition we need to be the architects for serving to creating nations in their very own pathways and their very own growth packages. This can be a little bit extra all-encompassing in its strategy,” Moy mentioned.

The rebrand will roll out over the approaching months and can ladder as much as a extra complete model marketing campaign in Q1 of 2023 forward of the World Championships in Fukuoka, Japan in July.

The federation’s portfolio of digital property has additionally been refreshed, together with the adoption of @worldaquatics on social platforms and the launch of a brand new web site at the side of the World Aquatics Championships subsequent summer time as effectively.

The brand new model and advertising and marketing property will probably be made seen on the affiliation’s occasions beginning in February alongside amplification of the “We Are World Aquatics” messaging.

World Aquatics

Different parts embrace merchandizing alternatives, the design of latest pictograms to signify every of the six sporting disciplines and a two-minute hero video that may run throughout a launch occasion happening at Melbourne digital gallery The Lume, the place athletes and companions will collect forward of the sixteenth FINA World Swimming Championships this month.

“We wish this rebranding as a federation to be one thing that the athletes really feel a part of. They every focus an unimaginable a part of their careers and their time and their lives on collaborating in our occasions. Actually, we wish this to be understood, and that they really feel as if it resonates with them that we’re inclusive to their wants, their growth and their targets,” Moy added.

Al-Musallam has supplied his personal seal of approval.

“Our new imaginative and prescient and mission additionally mirror how World Aquatics and our members have already begun increasing our work past competitors and swimming as a life ability, to incorporate sustainability, environmental advocacy and wellbeing,” he mentioned. “Our new model and visible identification may even allow us to attach with new audiences and encourage new generations of athletes throughout our disciplines to be united by water, safely, pretty and sustainably.”


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